互动广告现象的自我增强机制探究--基于三个案例的研究
Exploring the Self-enhanced Mechanism of Interactive Advertising Phenomenon---Based on the Research of Three Cases
摘要：
在互动广告迅速发展的新媒体时代背景下，本文在总结国内外学术界关于互动广告传播效果研究的基础上，采用案例研究的方法。本文将互动广告分为官方网站互动广告、基于SNS的互动广告和基于手机媒体的互动广告三种类型进行研究。在此基础上，本文归纳总结了互动广告的自增强传播机制，包括微观、中观和宏观三个层面的机制，微观层面体现为核心互动、内部互动和外部互动，揭示了互动广告与内容、人和计算机互动的全过程，在中观层面上表现为自我裂变式传播的传播方式和传播速度，最终在宏观层面上IA的传播效果实现了螺旋式增长。总之，本文丰富了互动广告传播效果的研究过程。
英文摘要：
Under the background of the new media era with the rapid development of interactive advertising, this paper used case study method based on the summary of the research of the communication effect of interactive advertising from both domestic and foreign academia. This paper divided interactive advertising into three types to examine ---- interactive ads on official website, interactive ads based on SNS and interactive ads based on mobile media. Furthermore, this paper induced and summarized a self-enhanced dissemination mechanism of the interactive advertising, including three parts which are micro level, meso level and macro level mechanism, micro level embodies core interaction, inner interaction and outer interaction which reveal the whole process of interact with contents, with people and with computer, and the communication approach and spread speed shown in meso level which is self-fission-type spread, finally in macro level the communication effect of IA achieved the spiral increasing. In a word, this article enriches research procedure of the interactive advertising communication effects.
机构、总结、中文摘要均由AI分析而来，可能存在错误，请以论文正文为准。
