The Impact of Weibo Splash Advertisements on Brand Favorability

Xuanting Zhu

HBU-UCLan School of Media, Communication and Creative Industries, Hebei University, Baoding, Hebei, 071000, China

Keywords: Splash Ads, Brand Favorability, Social Media, Weibo.

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.

1 INTRODUCTION

With the rapid development of mobile internet

technology, the popularity of smartphones and other

mobile terminal devices in people's lives has been

increasing. People are increasingly relying on various

mobile applications (APPs) for accessing

information, social interaction, and entertainment

consumption. In this context, the advertising industry

has also ushered in a new development landscape,

with advertising placements gradually shifting from

traditional offline media and web-based platforms to

mobile platforms, characterized by ubiquitous and

diverse forms (Zhang, 2022).

As an extremely common and representative form

of mobile advertising, splash ads appear on the launch

interface of almost all popular apps. Leveraging the

characteristic of forced exposure, splash ads can

capture users' visual attention when they open an

APP, offering a high exposure rate advantage that

other ad placements can hardly match (Shi, 2023).

Weibo, one of the most influential social media

platforms in China today, boasts a massive user base.

Within Weibo's commercial operation system, splash

ads occupy a pivotal position (Xiong, 2021).

However, despite the inherent advantages of Weibo

splash ads and the high level of attention they receive

from enterprises, there remains significant

uncertainty regarding their actual advertising

effectiveness, particularly their impact on brand

favorability (Shi, 2023). Different ad content, creative

expressions, and placement frequencies can lead to

vastly different emotional attitudes among consumers

toward the brands, thereby affecting the critical

metric of brand favorability (Quesenberry, 2020).

Although there has been some general research on the

impact of advertising on brand favorability, in-depth

studies focusing specifically on the relationship

between Weibo splash ads and brand favorability in

this particular context are relatively scarce.

Therefore, to better leverage the marketing value of

Weibo splash ads, assist enterprises in formulating

more precise and effective brand marketing

strategies, and enhance user experience when

encountering splash ads, it is particularly necessary to

conduct a thorough and systematic study on the

intrinsic relationship between Weibo splash ads and

brand favorability, as well as the influencing factors.

This research focuses on Weibo, a highly influential

social media platform in China, and takes its vast user

base as the research subject to delve into the intrinsic

connection between Weibo splash ads and brand

favorability.

Zhu, X.

The Impact of Weibo Splash Advertisements on Brand Favorability.

DOI: 10.5220/0014137400004942

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management (APMM 2025), pages 511-516

ISBN: 978-989-758-791-7

511

2 METHOD

2.1 Research Design

This study employs a variety of research methods to

ensure its comprehensiveness, scientific rigor, and

reliability.

Based on a review of existing literature, this study

adopts a questionnaire survey method to collect

primary data. The questionnaire covers users' basic

information, such as gender, age, and occupation, to

understand the exposure of different user groups to

Weibo splash ads. The survey focuses on users'

perceptions and evaluations of key factors, including

the relevance of ad content to their interests, ad

creativity, product appeal, alignment with brand

philosophy, and ad frequency. It also explores users'

awareness of the advertised brands, changes in brand

favorability, and purchase intentions. By distributing

the questionnaire, rich and representative data were

collected to accurately reflect users' views and

reactions to Weibo splash ads, providing robust data

support for subsequent empirical analysis.

Additionally, this study uses statistical analysis

software to rigorously process the data collected from

the questionnaire. First, descriptive statistical

analysis is conducted to visually present the

distribution characteristics of the data and understand

the overall profile of the sample. Second, correlation

analysis is employed to explore preliminary

relationships among variables, identify key

influencing factors, test research hypotheses, and

reveal the underlying logical connections between

Weibo splash ads and brand favorability. This

provides strong evidence for drawing research

conclusions and offers scientific guidance for

formulating practical strategies.

2.2 Variable Selection

After reviewing relevant literature, this study selects

five independent variables: the relevance of ad

content to user interests, ad creativity, product or

service appeal, alignment with brand philosophy, and

ad frequency. Brand favorability is chosen as the

dependent variable to explore their correlations. The

following hypotheses are proposed:

H1: The higher the relevance of ad content to user

interests, the higher the brand favorability.

H2: The more creative the ad, the higher the brand

favorability.

H3: The stronger the appeal of the advertised

product or service, the higher the brand favorability.

H4: The greater the alignment between the brand

philosophy conveyed in the ad and user values, the

higher the brand favorability.

H5: The higher the ad frequency, the lower the

brand favorability.

2.3 Questionnaire Distribution and

Collection

Based on a review of relevant literature, the

questionnaire was designed and divided into four

sections: user demographics, perception of Weibo

splash ad frequency, Weibo splash ads and user

interests and behaviors, and the impact of Weibo

splash ads on brand favorability. After finalizing the

design, the questionnaire was distributed via the

SoJump platform, and a total of 166 valid responses

were collected.

3 RESULT

3.1 Descriptive Statistics

The study used SPSS 26.0 data analysis software to

conduct descriptive statistics on the collected data.

The results are as follows:

The gender distribution of respondents was

relatively balanced, with males accounting for

46.94% and females accounting for 53.06%. The age

of respondents was mainly evenly distributed

between 18 and 45 years old, and their occupations

covered various groups such as students and

corporate employees, demonstrating a certain level of

representativeness.

The data shows that most respondents noticed

splash ads, with 63.27% of users indicating that they

"always" notice splash ads, 26.53% stating that they

notice them "most of the time," and only 10.2%

reporting that they "occasionally" pay attention. This

indicates that splash ads have relatively good

exposure and attention-grabbing effects. However,

there is some divergence in respondents' perceptions

of the frequency of splash ads. Specifically, 63.27%

of users felt that splash ads appear "somewhat

frequently," and 12.24% considered them "too

frequent", suggesting that most users have negative

feelings about the frequency of splash ads. In

contrast, 18.37% of users believed the frequency was

"not too frequent," and only 6.12% considered it

"moderate." These results indicate that while splash

ads can attract significant attention, their high

frequency may negatively impact user experience.

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Advertisers may need to find a better balance between

exposure frequency and user experience.

3.2 Correlation Analysis

Since some data did not meet the assumption of

normal distribution, this study chose the Spearman

rank correlation coefficient to measure the

correlations between variables. This method does not

rely on the assumption of normal distribution and can

more robustly assess monotonic relationships

between variables.

3.2.1 Interest Relevance and Brand

Favorability

As shown in Table 1, the data indicates a significant

positive correlation between brand favorability and

interest relevance (correlation coefficient of 0.577, p

< 0.01). This suggests that the degree of alignment

between ad content and user interests has a substantial

impact on enhancing brand favorability, supporting

the validity of Hypothesis H1.

Table 1. Correlation results between brand favorability and

interest relevance.

Mea

Standard

Deviatio

Brand

Favorabilit

Interest

Relevanc

e of Ad

Content

Brand

Favorabilit

3.77

0.872 1

Interest

Relevance

of Ad

Content

3.65

1.091 0.577** 1

From the mean and standard deviation values, the

average brand favorability score is 3.776 with a

standard deviation of 0.872, indicating that users

generally have a relatively high level of brand

favorability, and the data distribution is relatively

concentrated. The average score for interest relevance

is 3.653 with a standard deviation of 1.091, showing

a more dispersed distribution. This reflects significant

variability in users' evaluations of the relevance of ads

to their interests.

In conclusion, improving the relevance of ad

content to user interests can effectively enhance brand

favorability. However, when optimizing ad content, it

is also essential to consider the diverse interest

preferences of different users to mitigate the impact

of individual differences on advertising effectiveness.

3.2.2 Novelty of Ad Creativity and Brand

Favorability

As shown in Table 2, the data reveals a significant

positive correlation between brand favorability and

novelty of ad creativity (correlation coefficient of

0.542, p < 0.01), indicating that the novelty of ad

creativity has a significant impact on enhancing brand

favorability, thus supporting Hypothesis H2.

Table 2. Correlation results between brand favorability and

novelty of ad creativity.

Mea

Standar

Deviatio

Brand

Favorabili

Novelty

of Ad

Creativit

Brand

Favorabili

3.77

0.872 1

Novelty

of Ad

Creativit

0.65

0.481 0.542** 1

From the mean and standard deviation values, the

average brand favorability score is 3.776 with a

standard deviation of 0.872, suggesting that users

generally have a relatively high level of brand

favorability, and the data distribution is relatively

concentrated. The average score for creativity novelty

is 0.653 with a standard deviation of 0.481, indicating

some variability in users' evaluations of creativity.

This variability may arise from differences in

individuals' understanding and interest in ad

creativity.

Overall, enhancing the novelty of ad creativity can

effectively increase brand appeal and favorability.

However, during the design process, it is essential to

balance creative style with the acceptance level of the

target audience to achieve optimal communication

outcomes.

3.2.3 Product/Service Appeal and Brand

Favorability

As shown in Table 3, the data reveals a significant

positive correlation between product/service appeal

and brand favorability (correlation coefficient of

0.489, p < 0.01), indicating that the appeal of products

or services plays an important role in enhancing brand

favorability, thus supporting Hypothesis H3.

The Impact of Weibo Splash Advertisements on Brand Favorability

513

Table 3. Correlation results between product/service appeal

and brand favorability.

Mea

Standar

Deviati

Product/S

ervice

Appeal

Brand

Favora

bility

Product/Serv

ice Appeal

0.63

0.487 1

Brand

Favorabilit

3.77

0.872 0.489** 1

From the mean and standard deviation values, the

average brand favorability score is 3.776 with a

standard deviation of 0.872, suggesting that users

generally have a relatively high level of brand

favorability, and the data distribution is relatively

concentrated. On the other hand, the average score for

product/service appeal is 0.633 with a standard

deviation of 0.487, indicating that users' evaluations

of product/service appeal are relatively low and more

dispersed. This reflects significant variability in how

different users perceive the appeal of products or

services.

Overall, the improvement of brand favorability is

closely related to the appeal of products or services.

Optimizing the quality and features of products or

services and enhancing their appeal to users are

effective ways to further elevate brand image and user

favorability. At the same time, differentiated product

design and precise marketing strategies tailored to the

diverse needs of users are crucial to meet the

expectations and demands of different user groups.

3.2.4 Brand Philostrophy Alignment and

Brand Favorability

As shown in Table 4, the data reveals a significant

positive correlation between brand favorability and

philosophy alignment (correlation coefficient of

0.472, p < 0.01), indicating that the alignment of

brand philosophy with user values has a substantial

impact on enhancing brand favorability, thus

supporting Hypothesis H4.

Table 4. Correlation results between brand favorability and

philosophy alignment.

Mean

Standard

Deviation

Brand

Favorabilit

Philosophy

Ali

nment

Brand

Favorabilit

3.776 0.872 1

Philosophy

Alignment

0.408 0.497 0.472** 1

From the mean and standard deviation values, the

average brand favorability score is 3.776 with a

standard deviation of 0.872, suggesting that users

generally have a relatively high level of brand

favorability, and the data distribution is relatively

concentrated. On the other hand, the average score for

philosophy alignment is 0.408 with a standard

deviation of 0.497, indicating that users' evaluations

of brand philosophy alignment are relatively low and

more dispersed. This may be attributed to differences

in how users perceive and identify with the brand

philosophy.

Overall, philosophy alignment plays a positive

role in enhancing brand favorability. Brands need to

establish resonance with the values of their target user

groups through clear value propositions and precise

communication strategies. Additionally, further

optimizing the way brand philosophy is

communicated, so that more users can perceive the

brand's values and essence, will help elevate the

overall brand image and user loyalty.

3.2.5 Ad Frequency and Brand Favorability

As shown in Table 5, the data reveals a significant

negative correlation between brand favorability and

ad frequency (correlation coefficient of -0.546, p <

0.01), indicating that the higher the frequency of ad

exposure, the lower the users' favorability toward the

brand, thus supporting Hypothesis H5.

Table 5. Correlation results between brand favorability and

ad frequency.

Mea

Standard

Deviatio

Brand

Favorabilit

Frequenc

Brand

Favorabilit

3.77

0.872 1

Frequenc

2.30

0.918 -0.546** 1

From the mean and standard deviation values, the

average brand favorability score is 3.776 with a

standard deviation of 0.872, suggesting that users

generally have a relatively high level of brand

favorability, and the data distribution is relatively

concentrated. On the other hand, the average score for

ad frequency is 2.306 with a standard deviation of

0.918, indicating that users generally perceive the

frequency of ads as relatively high, with some

variability in their evaluations.

This result reflects that excessive ad frequency

may negatively impact brand favorability, as users

may feel annoyed or even develop resistance toward

the brand due to frequent ad exposure. Therefore,

brands need to reasonably control ad frequency

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during advertising campaigns to avoid compromising

user experience and brand image caused by

overexposure. Additionally, improving the quality of

ad content and adopting precise targeting strategies

can help mitigate the adverse effects of high-

frequency ads on users, thereby more effectively

enhancing brand favorability.

4 SUGGESTION

4.1 Optimizing Ad Content and

Creativity

Data results indicated that brand favorability has

shown significant positive relations with interest

relevance, creativity novelty, and appeal of products

and services. Therefore, it is very crucial for brands

to optimize advertisement content and creativity

when launching Weibo splash ads. Brands should go

deep into the interest preference of the target audience

and leverage technologies like big data analysis and

user profiling to accurately identify the focus points

of different user groups (Keller & Brexendorf, 2019).

For instance, for young fashion and beauty

enthusiasts, the brand can design ads featuring

seasonal makeup tutorials. As for tech enthusiasts, the

brand can create ads for electronic products in the

form of new product launches to explain the latest

technological highlights, which raise users' curiosity

and desire to explore, hence aligning advertisements

with audience interests closely (West et al., 2019).

On brand advertisement creativity, they have to

abandon the rigid, didactic convention and instead

focus on emotional resonance and interactiveness. As

exemplified, narrating the stories of ordinary people's

struggles and dreams can create an emotional bond

with viewers and hence plant important brand values

deep into their minds (West et al., 2019). Second,

interactive advertisements can be designed by brands,

which may ask users to participate in some activities

such as lucky draws, coupons, or free trials to enhance

the interactive engagement and fun factor for the

users (Rosengren et al., 2020). By making

advertisements more creative, brands will be able to

grasp users' attention, encourage sharing, and

ultimately choose their brand.

4.2 Strengthening Brand Philosophy

Communication

The results also show a strong positive correlation in

the data between brand favorability and philosophy

alignment. Therefore, a splash ad should reflect the

core value and unique identity of a brand, which can

build a deep spiritual connection with its target users

(McManus et al., 2022). For brands with an

environmental protection philosophy, this ad visual

could reveal how a series of eco-friendly processes

are involved in the production process, from the

sourcing of renewable materials to the use of clean

energy and recycling programs for used products,

thus resonating strongly with eco-conscious users.

Nevertheless, for heritage brands, there should be a

showcasing of cultural heritage through narratives of

hundred-of-year stories that recall consumers' love

towards the traditional culture and reminiscence,

thereby transforming this brand into a culturally

representative symbol by sharing the value and

identity that is attached.

4.3 Rational Control of Ad Frequency

The data results reveal a significant negative

correlation between brand favorability and ad

frequency. Therefore, brands should scientifically

plan their ad placement strategy based on Weibo

platform traffic data, user activity periods, and the

usage habits of their target audience (Chen., 2023).

Brands can leverage Weibo's backend data analysis

tools to monitor the frequency and duration of user

app openings during different periods, identifying

peak, low, and stable traffic periods. During peak

traffic, when users are very active and have high

browsing intent, brands can increase the frequency of

high-quality ad placements. However, they should

avoid showing the same ad to the same user

repeatedly within a short period to avoid visual

fatigue (Pleyers & Vermeulen, 2021). During low

traffic, brands should reduce ad placements to

maintain moderate brand exposure. Second, it can

also be used for personalized ad delivery by brands

through intelligent algorithms. Based on the historical

browsing and interaction behavior of users, the brand

can develop different interest-based user

customization in advertising displays. For example,

sport-loving people can receive higher frequency

brand promotions during a sports season, which

would otherwise be reduced in frequency during a

nonsports period. By precisely controlling ad

frequency, brands can maximize ad effectiveness,

enhance brand favorability, and avoid user annoyance

caused by overexposure, thus fostering harmonious

interactions between the brand and its users (Guitart

et al., 2021).

The Impact of Weibo Splash Advertisements on Brand Favorability

515

5 CONCLUSION

This study employs questionnaire surveys and data

analysis methods to explore the impact mechanisms

of various factors in Weibo splash ads on brand

favorability. The relevance of ad content to user

interests emerges as a critical factor, showing a

significant positive correlation with brand

favorability. Ad creativity, with its novel and unique

designs, easily evokes emotional resonance among

users, effectively driving an increase in brand

favorability. Product appeal encompasses both

perceived utility and quality appearance, with these

two aspects complementing each other to strongly

contribute to the construction of brand favorability.

Brand philosophy alignment involves the recognition

of shared values and the matching of brand

personality. When a brand's philosophy, such as

environmental protection or cultural heritage, deeply

resonates with users, or when the brand's personality

accurately attracts the target audience--such as eco-

friendly brands resonating with environmentally

conscious users--it significantly enhances user

favorability toward the brand. Ad frequency follows

the exposure effect: moderate exposure increases

familiarity and boosts favorability, while

overexposure can lead to annoyance and damage

brand image. Therefore, rationally controlling ad

frequency is particularly crucial.

In summary, these factors are interconnected and

interact with each other, collectively shaping users'

favorability toward the brand. Among them, the

relevance of ad content to user interests and brand

philosophy alignment occupy central positions in the

brand marketing process, serving as key focal points

for businesses to win user favor.

While this study sheds light on the mechanisms

through which Weibo splash ads influence brand

favorability, it has certain limitations. For example,

although key factors such as ad content, creativity,

product appeal, brand philosophy, and ad frequency

were considered in the analysis, real-world factors

affecting brand favorability are far more complex.

Future research can be expanded and deepened

across multiple dimensions. Firstly, in terms of

research methods, studies can move beyond the

limitations of single-method questionnaire surveys

and empirical analysis by introducing more

diversified approaches. Secondly, in terms of

research scope, studies can be extended horizontally

to include multi-platform comparisons. Thirdly,

attention should be given to dynamic factors.

Research can explore how splash ads align with

emerging consumer trends and new consumption

demands.

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