The Effects of Social Media Advertising in China: Theory, Practices and Implications

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Changchun Xuan

The Effects of Social Media Advertising in China

Theory, Practices and Implications

Changchun Xuan

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English

Routledge
27 May 2024

Media studies; Sales & marketing; Advertising

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.

By: Changchun Xuan
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 234mm, Width: 156mm,
Weight: 270g
ISBN: 9781032316192
ISBN 10: 1032316195
Pages: 134
Publication Date: 27 May 2024
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Paperback
Publisher's Status: Active

Changchun Xuan received his Doctor of Arts in Advertising from School of Journalism and Communication, Xiamen University and is currently an assistant professor there. His research interests focus on the effects of new media advertising and cross-cultural communication.