Abstract：This article discusses the indirect effect of news feed advertising, which means that more users generate orders through algorithmic recommendations and information flow content published by businesses driven by advertising. Based on short video platform data, this article measures the order increment generated by users under information flow content, and tests whether the advertising amount has a significant impact on the order increment. The results show that there are two types of indirect effects in news feed advertising: first, news feed advertising has a recommend effect on the advertising audience, and the algorithm will continuously push the information flow content released by the merchant for the advertising audience in the future; secondly, information flow advertising has a heating effect on the information flow content published by businesses, and the algorithm pushes the more popular content to more nonadvertising audiences. In addition, this article also reveals the important mediating factors of indirect effects, namely, the originality of advertising and the amount of information flow content released by businesses. This will help businesses measure the true effect of news feed advertising and optimize the performance of indirect effects of advertising.
曾伏娥,张天祐,叶敏. 信息流广告的种草效应与加热效应[J]. 商业经济与管理, 2023, 43(6): 34-46.
ZENG Fu'e, ZHANG Tianyou, YE Min. Recommend Effect and Heating Effect of News Feed Advertising. Journal of Business Economics, 2023, 43(6): 34-46.
2023, Vol. 43 
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