Jing Zhang

TL;DR: In this paper, a modified technology acceptance model (TAM) was developed to test the intention to use SMS advertising, that is, to read the advertising message and take action as suggested by the message.

TL;DR: A review of the existing cross-cultural literature suggests that, although the contribution of the horizontal/vertical distinction is sometimes obscured by methods that conflate it with other dimensions, its impact is distinct from that associated with individualism-collectivism as discussed by the authors.

TL;DR: In this paper, a content analysis of 463 ads examined the cultural values, including modernity, tradition, individualism, and collectivism, promoted in Chinese advertising and found that both modernity and individualism values predominate in current Chinese advertising.

TL;DR: In this article, a research model is developed to delineate two processes: first, the effects of motivations on ad clicks via perceived entertainment and informativeness values of ads, in which the mediating role of perceived congruity between ad and media content is proposed, and second, the effect of ad clicks on behavioral intentions to purchase and spread positive word of mouth.

TL;DR: In this article, the persuasiveness of individualistic and collectivistic advertising appeals among Chinese Generation-X consumers, ages 18 to 35 with high income and high education, was examined.