摘要
本文通过实证分析社交媒体广告对消费者品牌认知与购买意愿的影响,得出以下研究结论:首先,社交媒体广告对消费者购买意愿的影响呈现先增后减的非线性关系。适度的广告投放能有效激发消费者的购买意愿,而过量投放则可能引发 “广告疲劳” 或 “信息过载”,进而削弱消费者购买意愿。其次,社交媒体广告可显著提升消费者的品牌认知,并通过这一中介路径间接增强购买意愿。再次,调节效应分析显示,年轻消费者对社交媒体广告的响应更为积极;在不同商品类别中,消费者对耐用品广告的购买意愿提升更为显著。最后,建议企业在广告投放中注重控制频率、强化品牌价值传递,并针对不同年龄段及商品类型偏好的受众采取差异化营销策略,以优化广告效果。
Based on an empirical analysis of the impact of social media advertising on consumers’brand awareness and purchase intention,this paper draws the following conclusions:First,the impact of social media advertising on consumer purchase intention shows a nonlinear relationship of fi rst increasing and then decreasing.Moderate advertising placement can eff ectively stimulate consumers'purchase intentions,while excessive placement may lead to"advertising fatigue"or"information overload",thereby diminishing the intentions.Second,social media advertising significantly enhances consumers'brand awareness and indirectly strengthens their purchasing intentions through this mediating pathway.Furthermore,moderation analysis reveals that young consumers respond more positively to social media advertising.Moreover,in various product categories,consumers exhibit a significantly higher purchase intention for advertisements related to durable goods.Therefore,it is recommended that enterprises focus on maintaining optimal advertisement frequency,enhancing the delivery of brand value,and implementing differentiated marketing strategies tailored to the preferences of audiences across diverse age groups and product categories to improve advertising effi ciency.
作者
谷苗苗
Gu Miaomiao(Guangxi University of Foreign Languages,Nanning,Guangxi 530222)
出处
《中国商论》
2025年第15期64-67,共4页
China Journal of Commerce
基金
广西北部湾海洋研究院委托课题“基于社交媒体广告的旅游品牌形象塑造与消费者购买意愿研究”(HYYJ202103)。
关键词
社交媒体广告
品牌认知
购买意愿
调节效应
中介效应
social media advertising
brand cognition
purchase intention
moderating effect
mediating effect
