A Study on Product Placement in DeWu App’s Social Media Advertising: Types, Forms, and Influence Mechanisms

Abstract

With the development of social media, advertising placement has gradually become a crucial method in brand marketing. Traditional hard advertisements, due to their rigid format, are increasingly likely to be ignored or even met with aversion by users. In contrast, feed-based ads and soft placements, valued for their natural integration and non-intrusive browsing experience, are gaining greater favor among users. This paper examines the DeWu App, focusing on its advertising placement methods and dissemination effects across social media platforms like Xiaohongshu and Douyin. The research combines case analysis with literature review, comparing Nike’s film placements and Heytea’s Xiaohongshu promotions while integrating studies on user acceptance. Findings reveal that the DeWu App predominantly employs storytelling and short-video formats for its advertisements. This approach reduces user resistance to ads while enhancing brand identification and emotional resonance. Such advertising not only boosts user trust but also significantly increases purchase intent and conversion rates. Overall, these insights hold valuable reference and promotional significance for future digital advertising strategy development, user relationship management, and new media marketing practices.