“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 32 - Refereed conference paper (with host publication) › peer-review

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).

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
Event	2017 Annual Conference of the American Academy of Advertising - Boston, Massachusetts, United States Duration: 23 Mar 2017 → 26 Mar 2017

Conference

Conference	2017 Annual Conference of the American Academy of Advertising
Place	United States
City	Boston, Massachusetts
Period	23/03/17 → 26/03/17

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

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@inproceedings{9fdd48d6789246e38572e167062bc466,

title = "“LIKE AD, LIKE CONTENT”: THE USE OF CONTENT-BASED ADVERTISING IN CHINA{\textquoteright}S SOCIAL MEDIA – A CONTENT ANALYTIC STUDY",

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{\textquoteright}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). ",

author = "Qixing Li and Wenyu Dou",

note = "Research Unit(s) information for this publication is provided by the author(s) concerned.; 2017 Annual Conference of the American Academy of Advertising ; Conference date: 23-03-2017 Through 26-03-2017",

year = "2017",

month = mar,

language = "English",

booktitle = "Proceedings of the 2017",

}

“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 32 - Refereed conference paper (with host publication) › peer-review

TY - GEN

T1 - “LIKE AD, LIKE CONTENT”

T2 - 2017 Annual Conference of the American Academy of Advertising

AU - Li, Qixing

AU - Dou, Wenyu

N1 - Research Unit(s) information for this publication is provided by the author(s) concerned.

PY - 2017/3

Y1 - 2017/3

N2 - 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).

AB - 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).

M3 - RGC 32 - Refereed conference paper (with host publication)

BT - Proceedings of the 2017

Y2 - 23 March 2017 through 26 March 2017

ER -

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

Abstract

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