The Younger, the TikToker: Investigating Social Media Ad Platforms for Young American and Chinese Users

Q2 Business, Management and Accounting
Yunmi Choi, Sungwook Shim, Minhee Jeon
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引用次数: 0

Abstract

AbstractWith video-based social media platforms such as TikTok and Douyin gaining increasing popularity among young people, it is imperative for advertisers and social media practitioners to understand the role of these platforms before placing an advertisement. This experimental study examined four social media platforms (TikTok and Facebook for American users, and Douyin and WeChat for Chinese users) to analyze how young social media users perceive advertisements on each platform. The findings showed that social media users in the US are more critical of video advertisements on TikTok than on Facebook. In addition, the study found that American users are more generous than their Chinese counterparts while rating the personalities featured in advertised brands.Keywords: TikTokDouyinsocial media advertisingbrand personalitybrand youngnesswillingness to sharepurchase intention Disclosure statementNo potential conflict of interest was reported by the author(s).
《更年轻的tiktok:调查面向美国和中国年轻用户的社交媒体广告平台
随着抖音和抖音等视频社交媒体平台在年轻人中越来越受欢迎,广告商和社交媒体从业者在投放广告之前必须了解这些平台的作用。这项实验研究调查了四个社交媒体平台(美国用户的TikTok和Facebook,中国用户的抖音和微信),以分析年轻的社交媒体用户如何看待每个平台上的广告。调查结果显示,美国社交媒体用户对TikTok上的视频广告比Facebook上的更挑剔。此外,研究还发现,美国用户在给广告品牌的个性评分时,比中国用户更大方。关键词:抖音社交媒体广告品牌个性品牌年轻度分享购买意向意愿披露声明作者未发现潜在利益冲突。
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来源期刊
Journal of Promotion Management
Journal of Promotion Management Business, Management and Accounting-Marketing
CiteScore
6.10
自引率
0.00%
发文量
26
期刊介绍: The Journal of Promotion Management will keep you up-to-date on applied research and planning in promotion management. It is designed for practitioners in advertising, public relations, and personal selling, as well as academicians, researchers, and teachers in these areas. Every year, businesses in the United States budget approximately two-thirds of all marketing money into consumer and trade promotions designed to push products through the distribution chain. Any successful brand marketing plan relies on promotion, whether to stimulate immediate sales or ensure continued commerce.
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