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Chinese Residents’ Attitudes Towards Social Media Advertising in the Post-pandemic Era: Taking Sichuan as an Example
- 1 Lingnan University
* Author to whom correspondence should be addressed.
Abstract
In the past few years, COVID-19 has swept the world. The global economy has been affected. However, the increasing frequency of online shopping increased the budget of many brands in social media advertising. Moreover, this year, many countries, including China, announced the primary end of the epidemic. Against this backdrop, it is unclear whether the epidemic’s impact has affected people’s attitudes towards social media advertising. This paper explores whether COVID-19 has affected the attitude of Chinese residents towards social media advertising. To achieve such a goal, this paper modified the advertising value mode, adding factors to measure the influence caused by COVID-19, disposable income, and city to explore if the attitude towards ads would be affected by different factors in the post-pandemic era. The method uses an online survey to collect data from 219 respondents about their perceived informativeness, entertainment, irritation, credibility, advertising value, and advertising attitude. Influence caused by COVID-19 and disposable income was also collected. The author used Smart PLS 3.0 to analyze the data. The final results show that the advertising value model may not be applicable in China or in such a period. Chinese residents focus on perceived credibility rather than other measure scales of that model. The influence caused by COVID-19 and disposable income positively affects residents’ advertising value and further affects advertising attitude and purchase intention. In addition, it suggests that in the post-pandemic era, researchers should consider the influence of the above factors when studying advertising.
Keywords
advertising value model, advertising attitude, the post-pandemic era
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Cite this article
Zhu,H. (2023). Chinese Residents’ Attitudes Towards Social Media Advertising in the Post-pandemic Era: Taking Sichuan as an Example. Communications in Humanities Research,19,74-86.
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The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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