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.
Author(s): Changchun Xuan
Publisher: Routledge
Year: 2022
Language: English
Pages: 148
City: London
Cover
Half Title
Title Page
Copyright Page
Table of Contents
Figures
Tables
Foreword 1
Foreword 2
Acknowledgements
1 Introduction
1.1 Research Background
1.2 Literature Review
1.2.1 Social Networking Sites and SNA
1.2.2 Attitudes Toward Social Networking Advertising (SNA)
1.3 Research Content and Theoretical Foundation
1.3.1 Research Content
1.3.2 Theoretical Foundation
1.3.2.1 Uses and Gratifications Theory (UGT)
1.3.2.2 Technology Acceptance Model (TAM)
1.3.2.2 Theoretical Foundations Related to the Cultural Dimension
2 Research Method
2.1 Sampling and Data Collection
2.2 Description of Sample Demographics
2.2.1 Age
2.2.2 Gender
2.2.3 Education
2.2.4 Monthly Household Income
2.2.5 Usual Place of Residence (By Province)
2.3 Operational Definition and Variable Measurement
2.3.1 Informativeness
2.3.2 Entertainment
2.3.3 Quality of Life
2.3.4 Time Structuration
2.3.5 Self-Brand Consistency
2.3.6 Peer Influence
2.3.7 Intrusiveness
2.3.8 Privacy Concerns
2.3.9 Attitude Toward SNA
2.3.10 Social Media Usage
2.3.11 Loneliness
2.3.12 Demographics
2.4 Data Validity
2.5 Statistical Test Method
3 The Effects of Demographic Factors On Attitudes Toward Advertising
3.1 Literature Review and Research Questions
3.1.1 The Impact of Generations On SNA
3.1.2 The Effect of Social Class On Attitudes Toward SNA
3.1.3 The Impact of Gender On Attitudes Toward SNA
3.2 Methodology
3.2.1 Variable Measurement
3.2.2 Data Analysis
3.3 Results
3.3.1 Effects of Age On Attitudes Toward SNA
3.3.2 The Impact of Income On Attitudes Toward SNA
3.3.3 Effects of Education On Attitudes Toward SNA
3.3.4 Effects of Gender On Attitudes Toward SNA
3.4 Discussion and Summary
4 Effects of Social Media Usage On Attitudes Toward SNA
4.1 Literature Review and Hypotheses
4.1.1 Social Media Usage and Attitudes Toward SNA
4.1.2 Mechanism of Improved Attitudes: The Satisfaction of Information and Entertainment Needs
4.1.3 The Mechanism of Negative Attitudes: Intrusiveness and Privacy Concerns
4.2 Methodology
4.2.1 Variable Measurement
4.2.2 Data Analysis
4.3 Research Findings
4.3.1 Overview of Social Media Usage Characteristics
4.3.2 The Impact of Social Media Use On Attitudes Toward SNA
4.3.3 Improving Attitudes: The Mediating Role of Informativeness and Entertainment
4.3.4 Declining Attitudes: The Mediating Role of Intrusiveness and Privacy Concerns
4.4 Discussion and Conclusion
5 The Influence of Consumer Psychological Traits On Attitudes Toward Advertising: The Example of Loneliness
5.1 Literature Review and Research Questions
5.1.1 Loneliness and Social Media Use
5.1.2 Loneliness and Attitudes to SNA
5.1.3 Moderating Effects of Social Media Use
5.2 Research Methodology
5.2.1 Research Variables
5.2.2 Steps in the Analysis
5.3 Research Findings
5.3.1 The Impact of Loneliness On Social Media Use
5.3.2 Effects of Loneliness On Attitudes Toward Advertising and the Moderating Effect of Social Media Use
5.4 Discussion and Summary
6 Influences of SNSs and SNA Factors On Customers’ Attitudes
6.1 Literature Review and Research Hypotheses
6.1.1 Literature Review
6.1.1.1 Uses and Gratifications Theory (UGT)
6.1.1.2 Generational Cohort Theory (GCT)
6.1.1.3 City–Country Gap Theory (CCGT)
6.1.2 Research Hypotheses
6.1.2.1 Perceived Informativeness and Entertainment
6.1.2.2 Quality of Life and Structuring Time
6.1.2.3 Self-Brand Congruity and Peer Influence
6.1.2.4 Perceived Invasiveness and Privacy Concerns
6.1.2.5 Regional Differences Among Determinants of SNA
6.1.2.6 Generational Differences Among Determinants of SNA
6.2 Research Methodology
6.2.1 Research Variables
6.2.2 Measurement Procedure
6.3 Findings
6.3.1 Basic Hypothesis
6.3.2 Hypothesis Comparing China and the US
6.3.3 The Moderating Effect of Region
6.3.4 Moderation Effects of Generation
6.4 Discussion and Conclusion
7 Possible Effects of Cultural Differences On Advertising Attitudes: The Example of Intrusiveness
7.1 Literature Review and Research Hypotheses
7.1.1 Effects of Intrusiveness On Consumer’s Responses to SNA
7.1.2 Effects of Cultural Tightness On Advertising Attitudes
7.2 Research Methods
7.2.1 Research Variables
7.2.2 Analysis
7.3 Results
7.4 Discussion and Conclusion
8 Conclusion and Discussion
8.1 Conclusion
8.1.1 The Impact of Demographic Characteristics On Advertising Attitudes
8.1.2 Effects of Social Media Usage On Attitudes Toward SNA: An Inverted “U” Model Proposed
8.1.3 The Influence of Consumer Psychological Characteristics On Attitudes Toward Advertising: An Example of Loneliness
8.1.4 Effects of Factors of SNSs and SNA On Customers’ Attitudes
8.1.5 Possible Effects of Cultural Differences On Advertising Attitudes: The Example of Intrusiveness
8.2 Theoretical and Practical Significance of the Study
8.3 Limitations and Future Research
References
Index
