2018年社交媒体广告行为调查报告（英文）.docx

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1、BEHAVIOURALSTUDYONADVERTISINGANDMARKETINGPRACTICESINONLINESOCIALMEDIAFinalReportSpecificcontractNo.20158501underFrameworkcontractNo.Chafea2015CP01PreparedbytheGfKConsortiumFinalVersion:June,2018Directorate-GeneralforConsumers2018EUR6ENConsumers,Health,Agriculturean

2、dFoodExecutiveAgencyConsumers,Health,AgricultureandFoodExecutiveAgencyEUROPEANCOMMISSIONBehaviouralStudyonAdvertisingandMarketingPracticesinOnlineSocialMediaFinalReportDirectorate-GeneralforJusticeandConsumers2018EUR3ENTableofcontents1Introduction7Studyobjectivesan

3、dreportstructure7Methodologicalapproach8DefinitionofOnlineSocialMedia102OnlineSocialMediaintheEU13KeyOnlineSocialMediaprovidersinfocus192.4.1FacebookInc.202.4.2YouTube222.4.3Twitter232.4.4Reddit232.4.5LinkedIn242.4.6Snapchat24RevenuestreamsofOnlineSocialMediaprovid

4、ers25DeliveringmarketingcontenttoOnlineSocialMediausers27CommercialpracticesonOnlineSocialMedia293.DisguisedAdvertisingPractices30Introduction303.1.1Nativeadvertising303.1.2Influencermarketing323.1.3Advertorials33Consumerissues343.2.1Evidencefromthequalitativeresea

5、rch343.2.2Evidencefromthebehaviouralexperiments373.2.3Conclusions44Legalassessmentandremedies453.3.1Optionsforregulatoryaction463.3.2Optionsforenforcementaction493.3.3Optionsforself-regulatoryaction503.3.4Otherremedyoptions524.SocialProofPractices54Introduction544.

6、1.1Artificialboostingofsocialproofindicators.554.1.2Extrapolationofsocialendorsements564.1.3Otherpracticeslinkedtosocialproof58Consumerissues594.2.1Evidencefromthequalitativeresearch594.2.2Evidencefromthebehaviouralexperiments624.2.2.1Artificialboostingofsocialproo

7、findicators624.2.2.2Extrapolationofsocialendorsements66Conclusions68Directorate-GeneralforConsumersLegalassessmentandremedies694.4.1Optionsforregulatoryaction714.4.2Optionsforenforcementaction734.4.3Optionsforself-regulatoryaction743.DataGatheringandTargetingPracti

8、ces763.1Introduction763.1.1Usertracking763.1.2Audiencetargeting773.1.3Socialmedialogins783.2Consumerissues793.3Conclusions823.4Legalassessmentand