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Youth perspectives on native short-video advertising on Chinese social media
Journal of Digital & Social Media Marketing,
12
(3),
227-246
(2024)
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
The full article is available to subscribers to the journal.
Author's Biography
Ruowen Wang is an integrated marketing communication specialist at Alibaba. She completed her undergraduate studies in advertising at Zhejiang University, followed by a master of arts in advertising from the University of Florida. Her professional journey includes roles as an account executive at BCW Global and as a senior marketing analyst at Dell.
Huan Chen is an associate professor and Chair of the Department of Advertising at the University of Florida. Her research interests include social media and advertising, international and cross-cultural advertising, and artificial intelligence and communication. Her research has been published in various leading journals, and she serves on the editorial board of the Journal of Advertising, International Journal of Advertising, Journal of Advertising Research and Journal of Ethnography and Qualitative Research. Chen’s work has been formally recognised by various national and international communication associations, and she has secured grants to support her research from the American Academy of Advertising and the National Science Foundation. Chen earned her PhD in communication and information from the University of Tennessee. She also holds an MA in advertising from the University of Florida, and a BA in advertising and an MA in communication from Wuhan University.
