The Impact of Different Forms of Advertisements on User Behavior: A Study Based on Audience Feedback on Chinese Streaming Platforms
With the continuous development of the Internet and social media platforms, the changes in advertising communication methods have not only altered the presentation of advertisements but also profoundly influenced consumer behavioral feedback. In order to more effectively capture the attention of the...
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| Format: | Article |
| Language: | English |
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EDP Sciences
2024-01-01
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| Series: | SHS Web of Conferences |
| Online Access: | https://www.shs-conferences.org/articles/shsconf/pdf/2024/19/shsconf_iclrc2024_03016.pdf |
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| _version_ | 1850197696683442176 |
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| author | Chen Qingyang |
| author_facet | Chen Qingyang |
| author_sort | Chen Qingyang |
| collection | DOAJ |
| description | With the continuous development of the Internet and social media platforms, the changes in advertising communication methods have not only altered the presentation of advertisements but also profoundly influenced consumer behavioral feedback. In order to more effectively capture the attention of the target audience and enhance the effectiveness of advertising, it has become important to study the relationship between advertising formats and consumer feedback. This study utilizes questionnaire surveys and semi-structured interviews to explore the impact and relationship between advertising and consumer behavior through data analysis. The study indicated that different advertisements have varying effectiveness across three dimensions of advertising communication, and broadcast advertising unexpectedly presented a surprising result and discovery in this process. Furthermore, the cultural background of the audience is a significant factor in the dimensions of the audience, affecting the dissemination and effectiveness of advertising. This sheds light for businesses and advertising decision-makers on the influence mechanisms of different advertising formats on consumer cognition, attitudes, and behaviors, providing new empirical support for relevant theories. |
| format | Article |
| id | doaj-art-ee2c692513e64f238aef3719d81ce50b |
| institution | OA Journals |
| issn | 2261-2424 |
| language | English |
| publishDate | 2024-01-01 |
| publisher | EDP Sciences |
| record_format | Article |
| series | SHS Web of Conferences |
| spelling | doaj-art-ee2c692513e64f238aef3719d81ce50b2025-08-20T02:13:03ZengEDP SciencesSHS Web of Conferences2261-24242024-01-011990301610.1051/shsconf/202419903016shsconf_iclrc2024_03016The Impact of Different Forms of Advertisements on User Behavior: A Study Based on Audience Feedback on Chinese Streaming PlatformsChen Qingyang0College of Malan Mountain New Media, Changsha UniversityWith the continuous development of the Internet and social media platforms, the changes in advertising communication methods have not only altered the presentation of advertisements but also profoundly influenced consumer behavioral feedback. In order to more effectively capture the attention of the target audience and enhance the effectiveness of advertising, it has become important to study the relationship between advertising formats and consumer feedback. This study utilizes questionnaire surveys and semi-structured interviews to explore the impact and relationship between advertising and consumer behavior through data analysis. The study indicated that different advertisements have varying effectiveness across three dimensions of advertising communication, and broadcast advertising unexpectedly presented a surprising result and discovery in this process. Furthermore, the cultural background of the audience is a significant factor in the dimensions of the audience, affecting the dissemination and effectiveness of advertising. This sheds light for businesses and advertising decision-makers on the influence mechanisms of different advertising formats on consumer cognition, attitudes, and behaviors, providing new empirical support for relevant theories.https://www.shs-conferences.org/articles/shsconf/pdf/2024/19/shsconf_iclrc2024_03016.pdf |
| spellingShingle | Chen Qingyang The Impact of Different Forms of Advertisements on User Behavior: A Study Based on Audience Feedback on Chinese Streaming Platforms SHS Web of Conferences |
| title | The Impact of Different Forms of Advertisements on User Behavior: A Study Based on Audience Feedback on Chinese Streaming Platforms |
| title_full | The Impact of Different Forms of Advertisements on User Behavior: A Study Based on Audience Feedback on Chinese Streaming Platforms |
| title_fullStr | The Impact of Different Forms of Advertisements on User Behavior: A Study Based on Audience Feedback on Chinese Streaming Platforms |
| title_full_unstemmed | The Impact of Different Forms of Advertisements on User Behavior: A Study Based on Audience Feedback on Chinese Streaming Platforms |
| title_short | The Impact of Different Forms of Advertisements on User Behavior: A Study Based on Audience Feedback on Chinese Streaming Platforms |
| title_sort | impact of different forms of advertisements on user behavior a study based on audience feedback on chinese streaming platforms |
| url | https://www.shs-conferences.org/articles/shsconf/pdf/2024/19/shsconf_iclrc2024_03016.pdf |
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