在碎片化与平台化并行的媒体时代,广告传播演变得更为细碎。向消费者灌输式的广告传播时代已经过去,社会化媒体平台特性使得广告传播中的广告主与消费者有机会紧密联结在一起。最新数据显示,截至2014年1月,活跃于社会化媒体上的用户数量超过了互联网,占到了中国人口总人数的42%,这些用户每天在社会化媒体上花的平均时间超过一小时。这群日益壮大的社会 In the media era of fragmentation and platform parallelism, advertising communication has become more fragmented. The era of inculcating advertising to consumers is over, and the social media platform features give advertisers and consumers a chance to connect closely with advertisers. According to the latest statistics, as of January 2014, the number of users active in the social media surpassed the Internet and accounted for 42% of China’s total population. These users spend an average of more than an hour a day on social media. These growing groups of society