摘要
随着社交媒体平台的迅速普及，广告形式逐渐向互动化和个性化方向发展，用户参与度成为衡量广告效果的重要指标。本研究旨在探讨社交媒体广告中互动性设计对用户参与度的影响机制，并揭示其潜在规律。通过文献回顾与理论分析，研究选取了视觉吸引力、内容相关性和互动功能设计三个关键维度作为互动性的核心要素，同时采用问卷调查法收集数据，运用结构方程模型进行实证分析。结果显示，互动性显著正向影响用户参与度，其中内容相关性的作用最为突出，而视觉吸引力和互动功能设计则分别在感知愉悦和行为引导方面发挥重要作用。此外，研究发现用户情感投入在互动性与参与度之间起到部分中介作用，进一步验证了情感因素的重要性。本研究的主要创新点在于构建了一个全面的互动性评估框架，并首次将情感投入纳入分析路径，为优化社交媒体广告策略提供了理论支持与实践指导。研究成果不仅丰富了数字营销领域的学术理论，还为企业提升广告效果提供了具体可行的操作建议。
关键词：社交媒体广告；用户参与度；互动性设计；情感投入；内容相关性
Abstract
With the rapid popularization of social media platforms, advertising formats are gradually shifting towards interactivity and personalization, making user engagement an important indicator for measuring advertising effectiveness. This study aims to explore the influence mechanism of interactive design in social media advertisements on user engagement and reveal its underlying patterns. Through a literature review and theoretical analysis, the study selected three key dimensions—visual appeal, content relevance, and interactive function design—as the core elements of interactivity. Data were collected using a questionnaire survey and analyzed with a structural equation model. The results indicate that interactivity significantly and positively affects user engagement, with content relevance playing the most prominent role. Visual appeal and interactive function design contribute importantly to perceived pleasure and behavioral guidance, respectively. Additionally, the study finds that user emotional investment partially mediates the relationship between interactivity and engagement, further confirming the importance of emotional factors. The main innovation of this research lies in constructing a comprehensive evaluation fr amework for interactivity and incorporating emotional investment into the analytical path for the first time, providing theoretical support and practical guidance for optimizing social media advertising strategies. The research not only enriches the academic theory in the field of digital marketing but also offers specific and feasible operational suggestions for businesses to enhance their advertising effectiveness.
Keywords：Social Media Advertising; User Engagement; Interactive Design; Emotional Investment; Content Relevance
目 录
摘要 I
Abstract II
一、绪论 1
(一) 社交媒体广告互动性研究背景 1
(二) 用户参与度提升的意义与价值 1
(三) 国内外研究现状分析 1
(四) 本文研究方法与创新点 2
二、社交媒体广告互动性的关键要素 2
(一) 广告内容的互动设计策略 2
(二) 用户反馈机制的作用与优化 3
(三) 技术支持对互动性的影响 3
三、用户参与度的影响因素分析 4
(一) 用户行为特征与心理需求 4
(二) 社交媒体平台特性对参与度的影响 5
(三) 广告形式与用户参与的关系 5
四、提升互动性与参与度的实践路径 6
(一) 数据驱动的个性化广告策略 6
(二) 增强现实技术在广告中的应用 6
(三) 社区化营销对参与度的促进作用 7
结 论 8
参考文献 9
