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

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


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.


Implantable advertising; college student; new media; grounded theory

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