“LIKE AD, LIKE CONTENT”: THE USE OF CONTENT-BASED ADVERTISING IN CHINA’S SOCIAL MEDIA – A CONTENT ANALYTIC STUDY

Qixing Li; Wenyu Dou

“LIKE AD, LIKE CONTENT” : THE USE OF CONTENT-BASED ADVERTISING IN CHINA’S SOCIAL MEDIA – A CONTENT ANALYTIC STUDY

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45) › 32_Refereed conference paper (with ISBN/ISSN) › peer-review

Overview

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Author(s)

Related Research Unit(s)

Detail(s)

Original language	English
Title of host publication	Proceedings of the 2017
Subtitle of host publication	CONFERENCE OF THE AMERICAN ACADEMY OF ADVERTISING
ISBN (Electronic)	978-0-931030-52-9
Publication status	Published - Mar 2017

Conference

Title	2017 Annual Conference of the American Academy of Advertising
Location
Place	United States
City	Boston, Massachusetts
Period	23 - 26 March 2017

Link(s)

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Permanent Link	https://scholars.cityu.edu.hk/en/publications/publication(9fdd48d6-7892-46e3-8572-e167062bc466).html

Abstract

This content-analytic study investigates the design and content elements of content-based advertising on engagement (measured by number of likes) along three dimensions: narrative style, brand content and multimedia. A total of 138 real content-based advertisements from WeChat, a China’s social media platform are examined. Results indicate that advertisers should adopt ad announcement strategies, use more graphics and choose the right angle for brand message and advertising content connection to generate higher level of engagement and strive to forge meaningful connections between the content positioning and specific branding elements (e.g., Vision and heritage).

Bibliographic Note

Research Unit(s) information for this publication is provided by the author(s) concerned.

Citation Format(s)

[ RIS ] [ BibTeX ]

“LIKE AD, LIKE CONTENT” : THE USE OF CONTENT-BASED ADVERTISING IN CHINA’S SOCIAL MEDIA – A CONTENT ANALYTIC STUDY. / Li, Qixing ; Dou, Wenyu.

Proceedings of the 2017: CONFERENCE OF THE AMERICAN ACADEMY OF ADVERTISING. 2017.

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45) › 32_Refereed conference paper (with ISBN/ISSN) › peer-review

Li, Q & Dou, W 2017, “LIKE AD, LIKE CONTENT”: THE USE OF CONTENT-BASED ADVERTISING IN CHINA’S SOCIAL MEDIA – A CONTENT ANALYTIC STUDY. in Proceedings of the 2017: CONFERENCE OF THE AMERICAN ACADEMY OF ADVERTISING. 2017 Annual Conference of the American Academy of Advertising, Boston, Massachusetts, United States, 23/03/17.

Li, Q., & Dou, W. (2017). “LIKE AD, LIKE CONTENT”: THE USE OF CONTENT-BASED ADVERTISING IN CHINA’S SOCIAL MEDIA – A CONTENT ANALYTIC STUDY. In Proceedings of the 2017: CONFERENCE OF THE AMERICAN ACADEMY OF ADVERTISING

Li Q , Dou W. “LIKE AD, LIKE CONTENT”: THE USE OF CONTENT-BASED ADVERTISING IN CHINA’S SOCIAL MEDIA – A CONTENT ANALYTIC STUDY. In Proceedings of the 2017: CONFERENCE OF THE AMERICAN ACADEMY OF ADVERTISING. 2017

Li, Qixing ; Dou, Wenyu. / “LIKE AD, LIKE CONTENT” : THE USE OF CONTENT-BASED ADVERTISING IN CHINA’S SOCIAL MEDIA – A CONTENT ANALYTIC STUDY. Proceedings of the 2017: CONFERENCE OF THE AMERICAN ACADEMY OF ADVERTISING. 2017.