关于小红书平台隐性广告运营研究

作     者：韩伊恋 

作者机构：贵州大学哲学学院贵州 贵阳 

出 版 物：《电子商务评论》 (E-Commerce Letters)

年 卷 期：2024年第13卷第3期

页      码：7588-7593页

摘      要：隐性广告通过将商品和品牌信息巧妙地融入到内容载体中,与载体共同构成受众所能感知的信息内容,从而实现广告信息的隐性传递。这种广告形式利用受众对内容的关注,以一种不易察觉的手段实现广告价值的最大化,从而在受众中建立起品牌意识和偏好。作为一个用户基数庞大的新兴社交媒体平台,小红书以“高互动性”和“高真实性”的优势开创了跨境电商的新模式,平台的内容管控和审查机制为隐性广告的实施提供了规范和指导,确保广告内容的质量和受众体验的优化。通过这种方式,平台能够在保证内容生态多样性和丰富性的同时,引导内容生产者创作更高质量、更具吸引力、更符合平台和受众需求的内容。本文主要对小红书平台隐性广告的运营逻辑进行分析,旨在探究社交媒体中隐性广告的发展方向。Implicit advertising cleverly integrates product and brand information into the content carrier, and together with the carrier, it constitutes the information content that the audience can perceive, so as to realize the implicit transmission of advertising information. This form of advertising takes advantage of the audience’s natural focus on content to maximize the value of the ad in an imperceptible way, thereby building brand awareness and preference among the audience. As an emerging social media platform with a large user base, Xiaohongshu has created a new model of cross-border e-commerce with the advantages of “high interactivity” and “high authenticity”, and the platform’s content control and review mechanism provide norms and guidance for the implementation of implicit advertising to ensure the quality of advertising content and the optimization of audience experience. In this way, platforms can guide content producers to create higher-quality, more engaging content that is more in line with the needs of the platform and the audience while ensuring the diversity and richness of the content ecosystem. This paper mainly analyzes the operation logic of implicit advertising on the Xiaohongshu platform, aiming to explore the development direction of implicit advertising in social media.

主 题 词：小红书 软广 内容营销 社交电商 用户参与 

学科分类：0202[经济学-财政学类] 02[经济学] 020205[020205] 

D　O　I：10.12677/ecl.2024.133931

馆 藏 号：203140650...