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

Hairong Li and Ang Li and Shuguang Zhao

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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