A Fuzzy-set Qualitative Comparative Analysis of Native Ads in WeChat Moment

摘要

Currently, a growing number of enterprises are delivering native Ads on social media, yet the Ads experiences are not as good as expected, on which there are very few studies reported previously to perform theoretical and systematic analysis. To resolve the aforementioned issue and fill the theoretical gap, in this study, through fuzzy-set qualitative comparative analysis (fsQCA), an empirical study on WeChat Moment was performed to identify the combination of conditions that brings brilliant Ads experiences, verify the relationships of complementation, substitution and inhibition among multiple conditions, and provide guidance to enterprises on creating ad-delivery strategies with improved brand experiences, based on the features of Wechat platform (perceived precision, perceived interactivity and perceived intrusiveness) and self-concept congruence. In this study, the current Ads experience theories are theoretically enriched and developed, and QCA applications in journalism & communications and advertising are expanded; Practical suggestions regarding enterprises' native ads delivery strategies in Wechat moment are given.