Antecedents to Effective Implantable Advertising on New Media Targeted at Chinese College Students

Ke Zheng ., Jhony Choon Yeong Ng ., Karen Kai Wen Song .

Abstract


We conducted the current grounded theory research to investigate the factors that influence the effectiveness of implantable advertising on new media on the consumer behavior of Chinese college students. Toward this end, we conducted semi-structured interviews with 32 college students in China. We found that implantable advertising on new media is more effective than implantable advertising on traditional media, and we found that the exposure of the advertised product and sex of viewers also have an influence on the effectiveness of influencing the consumer behavior of the viewers.


Keywords


Implantable advertising; college student; new media; grounded theory

Full Text:

PDF

References


Balasubramanian, S. K. (1994). Beyond advertising and publicity: Hybrid messages and public policy issues. Journal of Advertising, 23(4), 29-46.

Feng, R., & Jin, J. (2007). The characteristics of ubiquitous communication in the new media era. Press Circles, 4, 27-28.

Glaser, B. G., & Strauss, A. L. (1967). The discovery of grounded theory: Strategies for qualitative research. Chicago: Aldine.

Gupta, P. B., & Lord, K. R. (1998). Product placement in movies: The effect of prominence and mode on audience recall. Journal of Current Issues & Research in Advertising, 20(1), 47-59.

Janiszewski, C. (2001). Effects of brand logo complexity, repetition, and spacing on processing fluency and judgment. Journal of Consumer Research, 28(1), 18-32.

Jin, C., & Villegas, J. (2007). The effect of the placement of the product in film: Consumers' emotional responses to humorous stimuli and prior brand evaluation. Journal of Targeting, Measurement & Analysis for Marketing, 15(4), 244-255.

Kuang, W. (2012). What is the New Media? News and Writing, 7, 24-27.

Li, Z. (2010). The interaction and integration of new media and traditional media. Academic Exchanges, 5, 205-207.

Liu, D., & Chen, S. (2013). New rules of advertising communication: From AIDMA, AISAS to ISMAS. Advertisement Panorama, 4, 96-98.

Locke, K. (2001). Grounded theory in management research. California: Sage.

Mo, D. (2013). Whether advertising expenses affect the flow of future economic benefits——The formulation of accounting standards for advertising expenditure. Macroeconomics, 9, 57-66.

Mo, M., & Liu, Y. (2006). The innovation mode of advertising based on the principle of implant. China Advertising, 9, 109-111.

Ng, J. C., Huang, M. M., & Liu, Y. (2016). The ‘feminine’ entrepreneurial personality trait: The competitive advantage of female college-student entrepreneurs in Chinese wei-shang businesses? Asian Business & Management, 15(5), 343-369.

Qian, W. (2010). Influence of new media on the values of college students and recommendation. Press Circles, 3, 83-84, 71.

Solomon, M. R., Lu, T., & Yang, X. (2009). Consumer behavior: Buying, having, and being (8th ed.). Beijing: Renmin University Press.

Teng, F. (2013). Compatibility research of implantable advertisement and movies. Movie Literature, 20, 29-30.

Yu, G., & Ding, H. (2011). Product placement: Research framework, regulation construction and effect evaluation. Journal of International Communication, 4, 6-23.

Yu, Y., & Gao, M. (2014). Discussion on the differences of newspaper and magazine advertising media. Art Panorama, 2, 122.

Zhai, J. (2013). On the management mode and development trend of radio advertising. Science & Technology for China's Mass Media, 4, 71.

Zhou, N., & Wang, D. (2014). Can significant implant advertising bring better brand attitudes——Research on the mechanism of the significant impact of placement advertising. Nankai Business Review, 17(2), 142-152.

Zhuo, B. (2007). Will new media take over traditional media? Contemporary Cinema, 5, 53-57.


Refbacks

  • There are currently no refbacks.




Editorial Office:

Educational Research Multimedia & Publications,
S.N. 21, Plot No 24, Mirza Ghalib Road Malegaon Nasik,
Maharashtra India - 423203.
+919764558895 (whatsapp),
editor@scholarshub.net, www.scholarshub.net

Copyrights © 2010-2020 - ERM Publications, India     

This work is licensed under https://creativecommons.org/licenses/by-sa/4.0/