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OverviewThe 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. Full Product DetailsAuthor: Changchun XuanPublisher: Taylor & Francis Ltd Imprint: Routledge Weight: 0.430kg ISBN: 9781032315409ISBN 10: 1032315407 Pages: 134 Publication Date: 30 September 2022 Audience: College/higher education , Professional and scholarly , Tertiary & Higher Education , Professional & Vocational Format: Hardback Publisher's Status: Active Availability: In Print This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us. Table of ContentsReviewsAuthor InformationChangchun 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. Tab Content 6Author Website:Countries AvailableAll regions |