Changchun Xuan

The Effects of Social Media Advertising in China

Theory, Practices and Implications

• Broschiertes Buch

Produktbeschreibung

The book aims to evaluate social media users' attitude towards social media advertising in mainland China.

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Produktdetails

• Verlag: Routledge
• Seitenzahl: 150
• Erscheinungstermin: 27. Mai 2024
• Englisch
• Abmessung: 234mm x 156mm x 8mm
• Gewicht: 240g
• ISBN-13: 9781032316192
• ISBN-10: 1032316195
• Artikelnr.: 70351921

Autorenporträt

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.

Inhaltsangabe

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