Proceedings of the 2022 International Conference on Artificial Intelligence, Internet and Digital Economy (ICAID 2022)

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Research on the Influence of Disclosure Cues on Advertising Marketing Effect Based on SPSS

Authors
Sijia Zhao1, *
1School of Marxism, Wuhan University, Wuhan, 430072, China
*Corresponding author. Email: zsj25170144@163.com
Corresponding Author
Sijia Zhao
Available Online 2 December 2022.
DOI
10.2991/978-94-6463-010-7_3How to use a DOI?
Keywords
Advertising; Purchase intention; SPSS; Mathematical modeling; Cronbach’s Alpha; E-commerce
Abstract

With the development of mass media, the themes and forms of emotional advertising have been enriched. In order to expand publicity and enhance competitiveness, many advertisers have carried out a series of “flow wars” and “topic wars”, using the “star effect” of spokespersons to improve advertising revenue. Moreover, whether an advertisement is successful or not cannot only rely on the heat of the spokesperson; Consumers’ quasi-social involvement in spokespersons does not necessarily lead to purchase behaviour. This paper explores the interactive effects of quasi-social engagement, atmosphere cues and disclosure cues on advertising’s final marketing effect through two reasonable experimental studies. In our study, the interactive influence of advertising atmosphere cues and disclosure cues on the final marketing effect was discussed, and the reliability of the purchase intention scale of the product was re-tested.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 International Conference on Artificial Intelligence, Internet and Digital Economy (ICAID 2022)
Series
Atlantis Highlights in Intelligent Systems
Publication Date
2 December 2022
ISBN
10.2991/978-94-6463-010-7_3
ISSN
2589-4919
DOI
10.2991/978-94-6463-010-7_3How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Sijia Zhao
PY  - 2022
DA  - 2022/12/02
TI  - Research on the Influence of Disclosure Cues on Advertising Marketing Effect Based on SPSS
BT  - Proceedings of the 2022 International Conference on Artificial Intelligence, Internet and Digital Economy (ICAID 2022)
PB  - Atlantis Press
SP  - 13
EP  - 18
SN  - 2589-4919
UR  - https://doi.org/10.2991/978-94-6463-010-7_3
DO  - 10.2991/978-94-6463-010-7_3
ID  - Zhao2022
ER  -