The Research on Wechat Advertising Effectiveness Based on SOR Model

作者：Yao Lu, Wei Qi, Juan Qin · 发表于：Proceedings of the 2nd International Conference on Computer Science and Application Engineering · 年份：2018 · DOI：10.1145/3207677.3278042 · 被引用次数：8 · 研究领域：Digital Marketing and Social Media、Technology Adoption and User Behaviour、Impact of Technology on Adolescents

Mobile social1 networks have become an innovative advertising channel. Wechat, as a mobile social media used by hundreds of millions of users, has attracted little research attention. This study aims to explore the influence factors of advertising effectiveness on Wechat. Based on the S--O--R(stimulus--organism--response) model, this study develops a model to investigate how perceived sociability, perceived usefulness and perceived enjoyment have effect on advertising effectiveness on Wechat. The results indicate that perceived sociability has a positive association with perceived usefulness and perceived enjoyment. Perceived value is positively affected by perceived usefulness and perceived enjoyment and then affects advertising effectiveness. This study theoretically contributes to advertising model of social media and practically contributes influential factors for effective advertising to marketers and advertisers.