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

Description: The Effects of Social Media Advertising in China by Changchun Xuan The book aims to evaluate social media users attitude towards social media advertising in mainland China. FORMAT Hardcover CONDITION Brand New Publisher Description 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. Author 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. Table of Contents 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 Long Description 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 Chinese market. Details ISBN1032315407 Author Changchun Xuan Publisher Taylor & Francis Ltd Year 2022 ISBN-10 1032315407 ISBN-13 9781032315409 Format Hardcover Place of Publication London Country of Publication United Kingdom AU Release Date 2022-09-30 NZ Release Date 2022-09-30 Pages 134 Publication Date 2022-09-30 UK Release Date 2022-09-30 Subtitle Theory, Practices and Implications Illustrations 16 Tables, black and white; 22 Line drawings, black and white; 22 Illustrations, black and white DEWEY 659.1440951 Audience Tertiary & Higher Education Imprint Routledge Alternative 9781032316192 We've got this At The Nile, if you're looking for it, we've got it. With fast shipping, low prices, friendly service and well over a million items - you're bound to find what you want, at a price you'll love! TheNile_Item_ID:136998490;

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