The Impact of Weibo Splash Advertisements on Brand Favorability

Xuanting Zhu

2025

Abstract

As a quintessential example of social media advertising, Weibo splash ads possess inherent advantages and garner significant attention from enterprises. However, the actual effectiveness of these advertisements, particularly their impact on brand favorability, remains highly uncertain. While there has been some general research on the influence of advertising on brand favorability, in-depth studies focusing specifically on Weibo splash ads are relatively scarce. This paper concentrates on Weibo splash ads, analyzing how factors such as the relevance of ad content to user interests, ad creativity, product appeal, alignment with brand philosophy, and ad frequency affect brand favorability. The analysis reveals that the relevance of ad content to user interests and the alignment with brand philosophy is positively correlated with brand favorability. In contrast, ad frequency shows a significant negative correlation with brand favorability. Based on these findings, this paper proposes the following recommendations: enterprises should optimize the content and creativity of Weibo splash ads, enhance the communication of brand philosophy, and reasonably control the frequency of advertisement (Ad) placements.

Paper Citation

in Harvard Style

Zhu X. (2025). The Impact of Weibo Splash Advertisements on Brand Favorability. In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM; ISBN 978-989-758-791-7, SciTePress, pages 511-516. DOI: 10.5220/0014137400004942

in Bibtex Style

@conference{apmm25,
author={Xuanting Zhu},
title={The Impact of Weibo Splash Advertisements on Brand Favorability},
booktitle={Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM},
year={2025},
pages={511-516},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014137400004942},
isbn={978-989-758-791-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM
TI - The Impact of Weibo Splash Advertisements on Brand Favorability
SN - 978-989-758-791-7
AU - Zhu X.
PY - 2025
SP - 511
EP - 516
DO - 10.5220/0014137400004942
PB - SciTePress