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The Younger, the TikToker: Investigating Social Media Ad Platforms for Young American and Chinese Users
- Authors
- Choi, Yunmi; Shim, Sungwook; Jeon, Minhee
- Issue Date
- Nov-2023
- Publisher
- Best Business Books
- Keywords
- brand personality; brand youngness; Douyin; purchase intention; social media advertising; TikTok; willingness to share
- Citation
- Journal of Promotion Management, v.30, no.3, pp 1 - 20
- Pages
- 20
- Indexed
- SCOPUS
- Journal Title
- Journal of Promotion Management
- Volume
- 30
- Number
- 3
- Start Page
- 1
- End Page
- 20
- ISSN
- 1049-6491
- Abstract
- With 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. © 2023 Taylor & Francis Group, LLC.
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Related Researcher
- Shim, Sung Wook
- COLLEGE OF COMMUNICATION (DEPARTMENT OF ADVERTISING & PUBLIC RELATIONS)