The Effects of Social Media Advertising in China

The Effects of Social Media Advertising in China
Author :
Publisher : Taylor & Francis
Total Pages : 149
Release :
ISBN-10 : 9781000646474
ISBN-13 : 1000646475
Rating : 4/5 (74 Downloads)

Book Synopsis The Effects of Social Media Advertising in China by : Changchun Xuan

Download or read book The Effects of Social Media Advertising in China written by Changchun Xuan and published by Taylor & Francis. This book was released on 2022-09-30 with total page 149 pages. Available in PDF, EPUB and Kindle. Book excerpt: The book aims to evaluate social media users’ attitude towards social media advertising in mainland China. By conducting a large-scale national survey in China (N = 4,172), the author systematically and comprehensively examines factors that influence social media users’ attitude towards social media advertising. Integrating the perspectives of sociology, psychology, communication and advertising, the author discusses the influencing factors from the standpoints of consumers, social media platforms, and culture, and the mechanisms among them. Moreover, this book demonstrates the heterogeneity among mainland Chinese consumers, as well as their similarities and differences from American consumers. The book appeals to scholars and postgraduate students in the fields of marketing and advertising, and those advertising practitioners who are interested in the Chinese market.


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