Internet advertising strategy of multinationals in China: a cross-cultural analysis

This study examines the creative, placement and budget strategy of internet advertising by Eastern and Western multinationals in China.

Internet advertising strategy of multinationals in China: a cross-cultural analysis

Hairong Li and Ang LiDepartment of Advertising, Public Relations and Retailing, Michigan State University, USA

Shuguang ZhaoSchool of Journalism and Communication, Tsinghua...

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