# User Acceptance of Information Feed Advertising: A Hybrid Method Based on SEM and QCA
## 2 Related Work  
Information feed advertising is an online advertisement embedded in the information of the social media platform. It can be integrated with the platform features and displayed one by one according to the platform information presentation mode, which can support users' interactive participation [2]. The most intuitive form of presentation is embedded in social media's information feed, which is usually interspersed between other platform contents to transmit brand content preview [3]. Facebook first launched information feed advertising, and then it was advanced by social-media platforms such as Twitter, Instagram, QQ, and WeChat [7]. A report of the IAB (Interactive Advertising Bureau) summarizes three kinds of information feed advertising [8]:  
1. Information feed advertising is an integral part of user experience;
2. Information feed advertising exists in the user's daily activity flow;
3. The form (appearance and perception) and function of information feed advertising are consistent with the social media platform's information. Based on the above characteristics, the interference cost of information feed advertising is significantly reduced. Unnecessary advertising information will not be delivered to users, so users can easily accept information seed advertising [7]. What are the main factors that affect the acceptance of information feed advertising? Aiming to answer this question, [PERSON] et al. [9] experimentally found that users' willingness not to accept advertisements placed in Facebook information stream was significantly higher than that in the Facebook sidebar. In the literature [5], researchers explored avoidance related factors such as perceived autonomy, perceived freedom threat, and perceived intrusion based on psychological resistance theory to understand better why users accept information feed advertising on Facebook. From the variables related to WeChat as social media, such as the number of WeChat friends, and the variables related to advertising, researchers studied the influencing factors of user participation in the information feed advertising in WeChat friend circles [10]. [PERSON] et al. [11] proved that perceived consistency positively impacts advertising attitude, brand attitude, and purchase intention [11]. [PERSON] et al. [12] conducted in-depth interviews with 22 advertising industry practitioners to understand whether brand-related information (such as brand name, brand logo, and product) need highlighting in information feed advertising. The results showed that brand information's saliency was negatively related to the original perception of advertising, and lower initial perception brought negative evaluation to advertising. The research in [13] used the Technology Acceptance Model (TAM) to study health advertising on social media. They constructed the audience trust and acceptance research model to analyze the relevant factors influencing the user trust and acceptance of online health advertising. Other people explored the dynamic accuracy of information feed advertising on user acceptance [14]. There are qualitative and quantitative research methods on the user acceptance of information feed advertising from the perspective of research methods. The quantitative research methods include the survey method, first-hand data analysis, laboratory experiments, etc. The previous studies generally adopted the quantitative approach of regression analysis. On the other hand, some qualitative research methods were also used in data analysis, such as the interview method and the case analysis [4; 5; 6; 7; 9; 10; 11; 12; 13; 14]. To sum up, the previous research on the user acceptance of information feed advertising focused on the characteristics of information feed advertising and social media characteristics. It analyzed the relevant influencing factors from user acceptance.