Research on the Relationship between Digital Media Advertising and Audience

Abstract

With the development digital media represented by two kinds of new media, Internet and mobile media, the audience's ideas and ways in the traditional advertising media environment have changed as well. In different environments, the influence on the audience is also different. This paper tries to study the audience's behavior from the perspective of media environmental sciences with relevant research theories and ideas, in order to explain the relationship between the new advertising media and the audience’s choice behavior and consumer behavior.