Elaboration Likelihood Model (ELM) Analysis of User Respond on Douyin Advertising Placement

Haoran QIU, Xiaowei Huang

Abstract


With the development of mobile Internet technology, short-video social media with the characteristics of lower costs, wider dissemination, stronger interactive capabilities, and more precise marketing positioning, has gradually entered people’s world. Douyin is currently one of the most influential short-video social media that is becoming more and more popular with the public. Advertising placement is an increasingly frequent marketing tool used by advertisers on Douyin. In this context, it is very important to explore how users to process advertising placement in a short-video environment. This research studied the relationship between User Activity and Elaboration Participation based on the Elaboration Likelihood Model, and then infer which ELM routes were users with different activity tend to choose. In terms of specific theoretical framework, this article divided User Activity into two dimensions, User Viscosity and User Engagement, and maede them as independent variables, and constructed a cross-relationship model with two subordinate dimensions of Elaboration Participation: Scrutiny and Ads Involvement, which were regarded as dependent variables. This study adopted quantitative research methods, and SPSS24.0 as well as Office Excel 2016 was used to analyze the 158 valid data collected from the survey. Based on the data results, the following conclusions were drawn: a) User Activity is positively related to Elaboration Participation; b) User Viscosity is positively related to Ads Involvement; c) User Engagement is positively related to Ads Involvement. According to the conclusions drawn in this article, a series of theoretical and practical implications were generated, which guided both academic researchers and practitioners in short-video-related industries. At the same time, the limitations of this article and the suggestions for future researchers were also discussed simply and clearly in relevant sections.


Keywords


Elaboration Likelihood Model (ELM); Advertising placement; Short-video social media; User Activity; Douyin

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DOI: http://dx.doi.org/10.3968/12796

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