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Demystifying engagement: Chinese advertising practitioners' perspective.
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![loading](/sites/all/modules/hf_eds/images/loading.gif)
- Author(s): Chen, Huan; Wang, Rang; Liang, Xuan
- Source:
International Journal of Market Research; May2020, Vol. 62 Issue 3, p314-334, 21p, 1 Illustration, 1 Diagram, 2 Charts- Subject Terms:
- Source:
- Additional Information
- Subject Terms:
- Abstract: A qualitative study was conducted to explore Chinese advertising practitioners' perceptions and interpretations of engagement in the digital era. Twenty-three in-depth interviews were conducted to collect data. Findings revealed that Chinese advertising practitioners emphasize interactive experience in defining engagement, which acknowledges multiple dimensions of engagement; they believe that the execution of engagement should emphasize content creation, media selection, and proper interaction; they tend to discuss engagement in a very holistic way, while they consider the effort versus effect dual-approach as an appropriate criterion to measure engagement, confusions, and discrepancies exist surrounding the engagement measurement among Chinese advertising practitioners. The current study offers insightful implications for the conceptualization of engagement in different cultural contexts as well as on how to bridge the perceptional gap between academia and industry regarding the execution of engagement. [ABSTRACT FROM AUTHOR]
- Abstract: Copyright of International Journal of Market Research is the property of Sage Publications Inc. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
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