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

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.