Demystifying engagement: Chinese advertising practitioners’ perspective
Volume: 62, Issue: 3, Pages: 314 - 334
Published: Feb 11, 2020
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...
Paper Details
Title
Demystifying engagement: Chinese advertising practitioners’ perspective
Published Date
Feb 11, 2020
Volume
62
Issue
3
Pages
314 - 334
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