Communications in Humanities Research
- The Open Access Proceedings Series for Conferences
Communications in Humanities Research
Vol. 19, 07 December 2023
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Access | Article
Chinese Residents’ Attitudes Towards Social Media Advertising in the Post-pandemic Era: Taking Sichuan as an Example
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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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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Interdisciplinary Humanities and Communication Studies
- ISBN (Print)
- 978-1-83558-181-0
- ISBN (Online)
- 978-1-83558-182-7
- Published Date
- 07 December 2023
- Series
- Communications in Humanities Research
- ISSN (Print)
- 2753-7064
- ISSN (Online)
- 2753-7072
- DOI
- 10.54254/2753-7064/19/20231204
- Copyright
- 07 December 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited