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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.
List 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
About the author
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.
Summary
The book aims to evaluate social media users? attitude towards social media advertising in mainland China.
