IDEAS home Printed from https://ideas.repec.org/a/aza/jdsmm0/y2024v12i3p227-246.html
   My bibliography  Save this article

Youth perspectives on native short-video advertising on Chinese social media

Author

Listed:
  • Wang, Ruowen

    (Alibaba Group, China)

  • Chen, Huan

    (Department of Advertising, USA)

Abstract

Since 2016, the popularity of social media marketing and short videos on Weibo has encouraged brands and companies to collaborate with influencers to create appealing short-format video content to advertise to consumers. The study on which this paper is based used the qualitative research method to explore Chinese consumers’ attitudes and perceptions of native advertising with shortformat video. The current authors conducted interviews with 20 consumers of short-format video content on Weibo to understand their experiences of short-format video advertising. The study has theoretical implications for influencer marketing, native advertising and social media marketing research. The study also guides social media influencers and brands on how to create effective shortformat video for native advertising on social media.

Suggested Citation

  • Wang, Ruowen & Chen, Huan, 2024. "Youth perspectives on native short-video advertising on Chinese social media," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 12(3), pages 227-246, December.
    • Handle: RePEc:aza:jdsmm0:y:2024:v:12:i:3:p:227-246
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/8918/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/8918/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    social media marketing; native advertising; short video; China; qualitative research;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jdsmm0:y:2024:v:12:i:3:p:227-246. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.