The Effects of Social Media Advertising in China

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

Auteur

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.

Contenu

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