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商品詳細
The Effects of Social Media Advertising in China : Theory, Practices and Implications.
・ISBN 978-1-032-31540-9 2022 hard GB£ 171.99
￥54,486.- (税込) ※（※）価格はご注文時の参考価格となります。
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・ISBN 978-1-032-31619-2 2024 paper GB£ 43.99
￥13,935.- (税込) ※（※）価格はご注文時の参考価格となります。
納品価格につきましては書籍の入荷時点で確定となります。
版元の原価改定、外国為替の変動等により異なる場合がございますので、予めご了承下さい。
電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-1-003-31059-4
| 著者・編者 | Xuan, Changchun, |
|---|---|
| 出版社 | (Routledge, UK) |
| 出版年月 | 2022.09 |
| ページ数 | 134 pp. |
| 言語 | ENG |
| ニュース番号 | ＜678-1202 678-487＞ |
解説
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.