A Study of Acceptance of Weibo Forwarding Advertising Based on Motivation Theory

With the ever-increasing influence of social media such as Weibo, social media advertising has gradually received attention. In recent years, compared with traditional advertising, social media advertising has developed more rapidly and has a better prospect. Therefore, whether it is from the perspective of advertisers or from the perspective of consumers, it is of great significance to explore the factors that affect advertising acceptance. On the basis of reviewing a large number of related research, we proposes a research model that mainly studies the relationship between motivation and the advertising acceptance of Weibo forwarding advertising, and discusses the moderating effect of involvement. Data will be collected from undergraduates and postgraduates at a certain university in the south. This research can provide suggestions for advertisers to improve their advertising, so as to achieve a win-win situation between advertisers and consumers. Implications and suggestions for future research are discussed.