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The Effects of Social Media Advertising in China
- Theory, Practices and Implications
Engelsk
Bogcover for The Effects of Social Media Advertising in China af Changchun Xuan, 9781032316192
Specifikationer
Sprog:
Engelsk
Sider:
134
ISBN-13:
9781032316192
Indbinding:
Paperback
ISBN-10:
1032316195
Kategori:
Udg. Dato:
27 maj 2024
Størrelse i cm:
23,4 x 15,6
Oplagsdato:
27 maj 2024
Forfatter(e):

The Effects of Social Media Advertising in China

- Theory, Practices and Implications
Engelsk
Paperback 2024
Format:

Bog beskrivelse

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.

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Specifikationer
Sprog:
Engelsk
Sider:
134
ISBN-13:
9781032316192
Indbinding:
Paperback
ISBN-10:
1032316195
Kategori:
Udg. Dato:
27 maj 2024
Størrelse i cm:
23,4 x 15,6
Oplagsdato:
27 maj 2024
Forfatter(e):
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