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Advertising Breaks the Privacy of WeChat Circle of Friends Analysis
- 1 Jimei University
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Abstract
With the rapid development of Internet technology and the popularity of smart phones, social media has become an indispensable part of People's Daily life. WeChat, one of the largest social media platforms in China, has gained popularity for its moments function due to its high degree of privacy and user viscosity. However, with the rise of the social media advertising market, the frequent appearance of advertising messages in WeChat moments not only disrupts the social experience of users, but also may cause users to worry about privacy leakage. This study aims to deeply analyze how advertisement delivery breaks the privacy of WeChat circle of friends, and explore the possibility of optimizing advertisement delivery strategy, including delivery quantity, delivery characteristics, target audience positioning and so on. Through the optimization strategy, the purpose is to reduce the intrusion of user privacy, improve user experience, and achieve a win-win situation between business interests and user privacy protection. Using questionnaire survey and hot list comparison, the study analyzed the impact of advertising on users' privacy perception, attitude and behavior. Suppose the results show that AD delivery breaks the privacy of WeChat moments to some extent, and users are put off by frequent and non-personalized ads. The study also found that gender, age, occupation and other factors have an impact on the perception of privacy in WeChat circle of friends. Based on the research results, marketing strategies and content suggestions for different user groups are proposed, in order to better safeguard users' privacy rights and social experience while ensuring the effect of advertising delivery and promote the sustainable development of social media platforms and advertising industry.
Keywords
privacy, consumer willingness, advertising strategy, WeChat circle of friends
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Cite this article
Huang,T. (2024). Advertising Breaks the Privacy of WeChat Circle of Friends Analysis. Communications in Humanities Research,52,9-17.
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Volume title: Proceedings of 3rd International Conference on Interdisciplinary Humanities and Communication Studies
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