Zeng Fue, Tao Ran, Yang Yanwu, Xie Tingting
School of Economics and Management, Wuhan UniversityWuhan, China.
Center for Marketing Research and Application, Wuhan UniversityWuhan, China.
Front Psychol. 2017 Aug 14;8:1349. doi: 10.3389/fpsyg.2017.01349. eCollection 2017.
This research aims to explore how social communications of online communities affect users' perception and responses toward social media advertising. We developed a conceptual model based on the SBT, encapsulating 9 constructs and 10 hypothesis extracted from the extant social media advertising literature. Our research outcome proves that social communications can effectively boost users' behaviors to be in accordance with an online social community, thus facilitate their acceptance and responses toward social media advertising, with users' group intention as an intervening factor. From an operational standpoint, it's an effective way to build and maintain social bonds between users and the community by boosting social communications, supporting fluent interpersonal communications. In addition, managers of an online community should elaborate on users' group intentions to increase users' advertising acceptance and response.
本研究旨在探讨在线社区的社交沟通如何影响用户对社交媒体广告的认知和反应。我们基于社交行为理论（SBT）开发了一个概念模型，该模型涵盖了从现有社交媒体广告文献中提取的9个构念和10个假设。我们的研究结果证明，社交沟通能够有效地促进用户的行为与在线社交社区保持一致，从而促进他们对社交媒体广告的接受和反应，其中用户的群体意图作为一个干预因素。从运营的角度来看，通过加强社交沟通来建立和维护用户与社区之间的社会联系是一种有效的方式，这有助于促进流畅的人际沟通。此外，在线社区的管理者应该详细阐述用户的群体意图，以提高用户对广告的接受度和反应。
