Literature Review of WeChat Friends Circle Advertisement

Abstract

In recent years, instant messaging tools have become one of the main channels for people to communicate, and WeChat is one of the most important members. Since WeChat was launched, monthly active users have exceeded 1 billion. In January 2015, WeChat friends circle advertisement was officially launched and used in the form of information flow advertisement, which users praised or criticized differently. Therefore, it is a problem that WeChat research and development team and advertisers must face to improve users' willingness to accept advertisements in the circle of friends. We used “WeChat” and “circle of friends” as key words to search in CNKI, and the number of articles retrieved was 205. After carrying out quantitative analysis and content analysis of relevant documents (2013 – 2018), it is found that most of the studies were carried out from the perspective of the communication mechanism, marketing strategy and comparative analysis of advantages and disadvantages of WeChat circle of friends. In addition, some studies are based on advertisement avoidance, user participation and willingness to accept. At the same time, we also take WeChat as the research background, integrate the development and changes of TAM (technology acceptance model), and summarize the basic situation of users' willingness to accept WeChat friends' circle advertisement in our country so as to provide more direction and space for the optimization research of WeChat friends' circle advertisement.