The Effects of Social Media Advertising in China
Theory, Practices and Implications
- 134 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
About This Book
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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Table of contents
- Cover
- Half-Title Page
- Title Page
- Copyright Page
- Table of Contents
- List of Figures
- List of Tables
- Foreword 1 â Qingchu Yu
- Foreword 2 â Shengdong Lin
- Acknowledgements
- 1 Introduction
- 2 Research Method
- 3 The Effects of Demographic Factors on Attitudes Toward Advertising
- 4 Effects of Social Media Usage on Attitudes Toward SNA
- 5 The Influence of Consumer Psychological Traits on Attitudes Toward Advertising: The Example of Loneliness
- 6 Influences of SNSs and SNA Factors on Customersâ Attitudes
- 7 Possible Effects of Cultural Differences on Advertising Attitudes: The Example of Intrusiveness
- 8 Conclusion and Discussion
- References
- Index