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The Effects of Social Media Advertising in China: Theory, Practices and Implications
Paperback
AccountingMarketingGeneral Sociology
ISBN13: 9781032316192
Publisher: Routledge
Published: May 27 2024
Pages: 134
Weight: 0.48
Height: 0.32 Width: 6.14 Depth: 9.21
Language: English
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.
1 different editions
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The Effects of Social Media Advertising in China: Theory, Practices and Implications
Xuan, Changchun
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