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

Ruowen Wang and Huan Chen
Additional contact information
Ruowen Wang: Alibaba Group, China
Huan Chen: Department of Advertising, USA

Journal of Digital & Social Media Marketing, 2024, vol. 12, issue 3, 227-246

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.

Keywords: social media marketing; native advertising; short video; China; qualitative research (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
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