“中间群体”vs.“边缘群体”:群体特征对社交媒体广告态度的影响  

"Middle Group"vs."Marginal Group":The Influence of Group Features on Social Media Advertising Attitude

作　　者：林升栋 宣长春[2] LIN Sheng-dong;XUAN Chang-chun

机构地区：[1]中国人民大学新闻学院,北京100872 [2]厦门大学新闻传播学院,福建厦门361005

出　　处：《新闻大学》2020年第4期84-96,122,共14页Journalism Research

基　　金：国家自然科学基金项目“东西方不同文化思维方式对广告说服的影响:一个自下而上的脉络建构与验证”(71372076)。

摘　　要：随着社交媒体时代的到来,社交媒体广告作为新兴广告形式正重构整个业态,而围绕社交媒体广告的效果研究是学界关注的基础课题。本研究聚焦群体差异,探究年龄、收入、学历和性别等人口统计学变量对社交广告态度的影响。通过4172份全国性样本的问卷调查,本研究勾勒出两个不同态度群体的主要人口统计特征,并借鉴社会学"理想类型"的思路,提炼出两种态度群体类型,即对社交媒体广告持正面态度的"中间群体"和对社交媒体广告持负面态度的"边缘群体"。研究发现,在各个维度上,正面态度群体均是处于中间位置的群体,而负面群体则是处于端值的群体,且是弱势一端。研究结论为社交媒体广告的经营管理提供理论支持,同时也为用户合理使用社交媒体提供建议。With the coming of the era of social media,social media advertising,as a new form of advertising,is reconstructing the whole format.And the research on the effect of social advertising is the basic topic concerned by the academic circles.This study focused on group differences and explored the effects of demographic variables such as age,income,education and gender on social advertising attitudes.Through a questionnaire survey of 4172 national samples,this study outlined the main demographic characteristics of two groups with different attitudes and abstracted a pair of concepts:the"Middle Group"with a positive attitude to social media advertising and the"Marginal Group"with a negative attitude towards social media advertising.It was found that in each dimension,the positive attitude group is the Middle Group,while the negative group is the group at the end of the value,and it is the weak one.The conclusions of the study provided theoretical support for the management of social advertising.

关 键 词：中间群体 边缘群体 社交媒体广告 广告态度 

分 类 号：F713.8[经济管理—广告]