摘要
随着社交媒体平台的普及，广告创意在吸引用户注意力和提升参与度方面的重要性日益凸显。本研究旨在探讨社交媒体平台上广告创意与用户参与度之间的关系，并分析不同创意形式对用户行为的影响。研究采用定量与定性相结合的方法，通过问卷调查和深度访谈收集数据，样本涵盖来自多个主流社交媒体平台的1200名活跃用户。数据分析结果显示，视觉吸引力、情感共鸣和互动设计是影响用户参与度的关键因素，其中情感共鸣对用户分享行为的作用尤为显著。此外，研究发现个性化内容能够有效提高用户的点击率和停留时间，而过于商业化或侵入性的广告则可能引发反感。本研究的创新点在于首次将情感维度纳入广告创意效果评估体系，并提出了“情感-互动”双驱动模型，为广告创意设计提供了理论支持。研究结果不仅有助于企业优化社交媒体广告策略，还为平台管理者制定广告政策提供了参考依据，从而促进用户体验与商业价值的平衡发展。
关键词：社交媒体广告；用户参与度；情感共鸣；互动设计；个性化内容
Abstract
With the growing popularity of social media platforms, the importance of advertising creativity in capturing user attention and enhancing engagement has become increasingly prominent. This study investigates the relationship between advertising creativity and user engagement on social media platforms, analyzing the impact of different creative formats on user behavior. A mixed-methods approach combining quantitative and qualitative methods was employed, collecting data through questionnaires and in-depth interviews with a sample of 1200 active users from multiple mainstream social media platforms. The results of the data analysis indicate that visual appeal, emotional resonance, and interactive design are key factors influencing user engagement, with emotional resonance playing a particularly significant role in user sharing behavior. Additionally, the study finds that personalized content can effectively increase click-through rates and dwell time, whereas overly commercialized or intrusive advertisements may lead to user aversion. A novel contribution of this research is the integration of an emotional dimension into the evaluation fr amework for advertising creativity effects, proposing an "emotion-interaction" dual-drive model that provides theoretical support for advertising creativity design. The findings not only assist businesses in optimizing their social media advertising strategies but also offer reference for platform managers in formulating advertising policies, thereby promoting balanced development between user experience and commercial value.
Keywords：Social Media Advertising; User Engagement; Emotional Resonance; Interactive Design; Personalized Content
目 录
摘要 I
Abstract II
一、绪论 1
(一) 社交媒体广告研究背景与意义 1
(二) 广告创意与用户参与度的研究现状 1
(三) 研究方法与技术路线 2
二、社交媒体广告创意的核心要素分析 2
(一) 广告创意的定义与特征 2
(二) 创意形式对用户感知的影响 3
(三) 不同平台广告创意的表现差异 3
三、用户参与度的驱动因素研究 4
(一) 用户参与度的概念界定 4
(二) 内容互动与情感联结的作用 4
(三) 社交属性对参与度的影响 5
四、广告创意与用户参与度的关系实证分析 5
(一) 数据收集与研究设计 5
(二) 广告创意对参与度的量化影响 6
(三) 模型构建与结果讨论 7
结 论 8
参考文献 9
