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

1st Edition

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

By Changchun Xuan Copyright 2023
148 Pages 22 B/W Illustrations
by Routledge

148 Pages 22 B/W Illustrations
by Routledge

148 Pages 22 B/W Illustrations
by Routledge
Also available as eBook on:
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... Read more

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 Customers’ Attitudes  7: Possible Effects of Cultural Differences on Advertising Attitudes: The Example of Intrusiveness  8: Conclusion and Discussion

Biography

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.

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