ANTECEDENTS TO EFFECTIVE IMPLANTABLE ADVERTISING ON NEW MEDIA TARGETED AT CHINESE COLLEGE STUDENTS | Zendy

Ke Zheng | Zendy; Jhony Ng | Zendy; Karen Kai Wen Song | Zendy

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ANTECEDENTS TO EFFECTIVE IMPLANTABLE ADVERTISING ON NEW MEDIA TARGETED AT CHINESE COLLEGE STUDENTS

Author(s) -

Ke Zheng,

Jhony Ng,

Karen Kai Wen Song

Publication year - 2017

Publication title -

indian journal of commerce and management studies

Language(s) - English

Resource type - Journals

eISSN - 2249-0310

pISSN - 2229-5674

DOI - 10.18843/ijcms/v8i2/07

Subject(s) - advertising , china , product (mathematics) , psychology , business , marketing , political science , mathematics , geometry , law

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.

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