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Internet advertising strategy of multinationals in China

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References

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229 cited

2003Cultural Values in Advertisements to the Chinese X-Generation--Promoting Modernity and Individualism200 cited

1997The Impact of Information Level on the Effectiveness of U.S. and Korean Television Commercials174 cited

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2012Advertising Research in the Post-WTO Decade in China27 cited
2019An exploratory study on content and style as driving factors facilitating dialogic communication between corporations and publics on social media in China26 cited
2012Mass communication research on China from 2000 to 2010: a meta-analysis23 cited
2010Mitigating consumer ethnocentrism via advertising and media consumption in a transitional market20 cited
2016The Future of Advertising in China18 cited
2017Targeting the luxury consumer17 cited
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2011Advertising appeals strategy: moderating effect on the relationship between innovation and customer equity drivers in China12 cited