earticle

영어

Over the past few years, the SNS has gradually become a part of mainstream culture, even changing people's lifestyles, and having a new influence on the development of society and culture. For entrepreneurs who need to grasp the consumer mentality, be able to appropriate profit-making model, and transfer concepts and flow into money, the trends in the SNS industry have become of crucial concern. This is what informs this study. In China, in addition to firms, marketers and advertisers use of microblogging platforms for product advertising, and the microblogging platform also have strengthened netizens awareness on safeguarding their rights. They have enabled common people to become the main force in propagating and promoting news events. Importantly, the value of SNS has become prominent in commerce and recreation. It is for this reason a study of commercial value of SINA Weibo has an essential significance. By selecting major factors influencing the user's adoption of SINA Weibo advertising, the paper studies the correlativity between these factors (informativeness, entertainment, credibility, personalization, customization, irritation, privacy concern) and perceived value and users' positive attitudes toward the advertisements on SINA Weibo. Based on the outcome of this study, recommendations are made which shall be suitable and helpful for domestic SNS' development and propagation.