【摘要】 近年来，表情包因其趣味性在社交媒体广告中的应用日益广泛。不同于以往简单地附属在广告文本中的表情符号，现有社交媒体广告中的表情包常来自网络热梗，拥有特定的含义和丰富的背景信息，经由改编后作为独立的第二方与第一方广告文本进行互动，提升广告的趣味性，从而影响第三方用户的参与意愿。研究基于良性冲突理论，通过实验发现：表情包—广告文本一致性(态度效价一致的互动方式vs.态度效价不一致的互动方式)与广告诉求(信息vs.情感)交互影响用户的转发意愿。具体而言，信息型广告中，一致(vs.不一致)的互动方式预测了更积极的用户转发意愿；情感型广告中，不一致(vs.一致)的互动方式预测了更积极的用户转发意愿；此外，感知趣味性在互动方式与广告诉求交互影响转发意愿中起着中介作用。更多还原

【Abstract】 The development of Social Media has brought opportunities and challenges to marketing activities.Companies often insert the stickers with text annotations.Interestingly, the information conveyed by the inserted stickers is not completely consistent with, sometimes even conflict with the information expressed by the advertisement content in practice for the playfulness purpose.Based on the Benign Violated Theory, this study explores the influence of the congruency of Text-Emoji and Ad Appeal on the sharing intention in Social Media Advertisement, as well as the mediator and moderator for further understanding.Through two experimental studies, the conclusions are found that: In Social Media Advertisement, Firstly, in an Informative Ad Appeal, congruent(vs.incongruent)interaction patterns predict greater sharing intentions; in an Emotional Ad Appeal, incongruent(vs.congruent)interaction patterns predict greater sharing intentions; Secondly, Perceived Playfulness plays a mediating role in the interaction effects of the interaction patterns of sticker-advertisement text and Ad Appeal.更多还原