社会交互和媒介丰富度对短视频广告效果的影响研究
Effect of Social Interaction and Media Richness on Short Video Advertisements
摘要: 为了更好了解短视频广告的社会交互属性和媒介丰富度对广告效果的影响，选取产品销量评估广告效果，基于社会交互、媒介丰富度和准社会互动理论构建理论模型，并通过新抖短视频大数据分析平台获取抖音短视频广告的客观数据，采用多元线性回归方法进行了实证检验。结果表明：社会交互属性(点赞量、评论量、转发量)、媒介丰富度中信息内容丰富度(标题长度、音乐类别)和表达方式丰富度(剧情类植入方式、多人物互动、男性互动)均对产品销量起积极作用。根据以上结论，分别为短视频社交媒体平台、广告主和生成广告的用户提出了提升短视频广告效果的若干建议。
Abstract: In order to better understand the effect of social interaction and media richness on short video ad-vertisements, selecting product sales to evaluate the advertising effect, based on social interaction, media richness and parasocial interaction theory, the theoretical model is constructed. The objec-tive data of Douyin short video advertisements are obtained through the XinDou data analysis plat-form, and the empirical test is carried out by using multiple linear regression method. The results show that: social interaction attributes (likes, comments, shares), information content richness (ti-tle length, music category) and expression richness (plot placement, multi-character interaction, male interaction) in media richness all play a positive role in product sales. Based on the above con-clusions, some suggestions are put forward for short video social media platforms, advertisers and users who generate advertisements to improve the effect of short video advertising.
文章引用：李雯雯, 夏志杰. 社会交互和媒介丰富度对短视频广告效果的影响研究[J]. 应用数学进展, 2022, 11(9): 6502-6510. https://doi.org/10.12677/AAM.2022.119688

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