社交电商作为平台经济的一种新型商业模式,在推动商品营销效率提升和数字经济快速发展方面起到了积极作用。特别是社交互动与消费行为的融合,使得消费场景变得更加多样化、丰富化和立体化。但其中的隐性广告因其形式的隐蔽性与高效的市场渗透力,带来的消费者误导、虚假宣传、不正当竞争等负面影响,亟需法律规制的跟进与完善。本文旨在分析社交电商平台隐性广告的法律规制现状,探讨当前法律规制的不足,并提出完善广告标识立法,规范披露要求、强化平台责任、创新监管机制等建议,以实现法律规制与市场自由的平衡,促进社交电商生态的健康发展。Social e-commerce, as a new business model of the platform economy, has played a positive role in promoting the efficiency of commodity marketing and the rapid development of the digital economy. In particular, the integration of social interaction and consumption behaviour has made the consumption scene more diversified, rich and three-dimensional. However, the hidden advertisements therein, due to their hidden form and efficient market penetration, bring negative effects such as consumer misinformation problems, false propaganda, unfair competition, etc., which urgently need the follow-up and improvement of legal regulation. The purpose of this paper is to analyse the current situation of legal regulation of hidden advertising in social e-commerce, discuss the deficiencies in the regulation of hidden advertising, and put forward proposals to improve the marking legislation, standardize the disclosure requirements, strengthen the responsibility of the platform, and innovate the regulatory mechanism, in order to achieve a balance between legal regulation and market freedom, and to promote the healthy development of the social e-commerce ecosystem.
随着互联网技术的发展,移动交互技术与社交媒体平台共同促成社交电商平台的兴起,社交电商平台不仅拥有“电子商务”的功能,能够满足用户的消费需求,还能拥有社交的属性,满足用户社交需求。小红书作为一款年轻人的生活方式分享的社交电商平台,是基于兴趣分享、互动、消费的“种草社区”。小红书上美妆类视频达人通过制作短视频,以美妆教程视频、美妆产品测评、爱用好物分享等等形式为用户种草美妆产品。本论文想以小红书这一典型的社交电商平台为例,试图概括分析小红书平台中“美妆类”隐性广告的营销策略,优化隐性广告的投放路径。With the development of Internet technology, mobile interaction technology and social media platforms together contribute to the rise of social e-commerce platforms. Social e-commerce platforms not only have the function of “e-commerce”, but also have social attributes to meet users’ social needs. As a social e-commerce platform for young people to share their lifestyle, Xiaohongshu is a “grass planting community” based on interest sharing, interaction, and consumption. Beauty video influencers on Xiaohongshu create short videos to promote beauty products to users through various forms such as beauty tutorial videos, product reviews, and sharing of favorite products. This paper aims to use Xiaohongshu, a typical social e-commerce platform, as an example to summarize and analyze the marketing strategies of “beauty” implicit advertisements on the platform, and optimize the placement path of implicit advertisements.
隐性广告通过将商品和品牌信息巧妙地融入到内容载体中,与载体共同构成受众所能感知的信息内容,从而实现广告信息的隐性传递。这种广告形式利用受众对内容的关注,以一种不易察觉的手段实现广告价值的最大化,从而在受众中建立起品牌意识和偏好。作为一个用户基数庞大的新兴社交媒体平台,小红书以“高互动性”和“高真实性”的优势开创了跨境电商的新模式,平台的内容管控和审查机制为隐性广告的实施提供了规范和指导,确保广告内容的质量和受众体验的优化。通过这种方式,平台能够在保证内容生态多样性和丰富性的同时,引导内容生产者创作更高质量、更具吸引力、更符合平台和受众需求的内容。本文主要对小红书平台隐性广告的运营逻辑进行分析,旨在探究社交媒体中隐性广告的发展方向。Implicit advertising cleverly integrates product and brand information into the content carrier, and together with the carrier, it constitutes the information content that the audience can perceive, so as to realize the implicit transmission of advertising information. This form of advertising takes advantage of the audience’s natural focus on content to maximize the value of the ad in an imperceptible way, thereby building brand awareness and preference among the audience. As an emerging social media platform with a large user base, Xiaohongshu has created a new model of cross-border e-commerce with the advantages of “high interactivity” and “high authenticity”, and the platform’s content control and review mechanism provide norms and guidance for the implementation of implicit advertising to ensure the quality of advertising content and the optimization of audience experience. In this way, platforms can guide content producers to create higher-quality, more engaging content that is more in line with the needs of the platform and the audience while ensuring the diversity and richne
