Americanized or localized: A qualitative study on Chinese advertising practitioners’ perceptions of creativity and strategy in the digital age

Chen, Huan; Wang, Rang; Liang, Xuan

doi:10.1177/2059436419836455

Cited by 7 publications

(2 citation statements)

References 54 publications

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“…In digital or social advertising agencies, most practitioners regard interactivity as the most important criterion for creativity. Therefore, the degree of interaction of digital technologies should be considered when exploring the relationship with creativity (Chen et al 2019).…”

Section: Digital Technologies Supporting Creativitymentioning

confidence: 99%

Unleashing the Creativity of Entrepreneurs with Digital Technologies

Hisrich

Soltanifar

2020

Digital Entrepreneurship

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For decades, creativity has been used to generate ideas among entrepreneurs and their teams. Although extensive research has been conducted on creativity, the majority of studies have focused on traditional ways of stimulating creativity, such as focus groups, the collective notebook method, brainstorming, brainwriting, reverse brainstorming and problem inventory analysis. However, the digital age appears to challenge much of this existing work on the nature of creativity. It is clear that online creativity and audiences are affecting the meaning, expression and impact of creativity. The traditional techniques of stimulating creativity have been replaced and aided by technology-driven innovations, such as artificial intelligence (AI), virtual reality (VR) and the Internet of things (IoT). This chapter explores ways to activate the creativity of entrepreneurs and their teams through the use of digital technologies. We believe that this chapter provides a rich source of examples on how technology is currently being used to support creativity by encouraging entrepreneurs and their teams to make connections, develop ideas, create meaning, collaborate and communicate. We present, in detail, three case studies and discuss practical implications for the future.

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Section: Digital Technologies Supporting Creativitymentioning

confidence: 99%

Unleashing the Creativity of Entrepreneurs with Digital Technologies

Hisrich

Soltanifar

2020

Digital Entrepreneurship

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“…Bilby and Sinha, 2017; Li, 2016; Wang, 2013; Li et al, 2008); practitioner views and definitions of ad creativity (e.g. Chen et al, 2019; Bilby et al, 2016; Shao, Desmarais, and Weaver, 2012); and content analysis of advertisements (e.g. Wang and Praet, 2016; Chen and Taylor, 2012).…”

Section: Introductionmentioning

confidence: 99%

Tiers and Fears: An Investigation of the Impact of City Tiers and Uncertainty Avoidance on Chinese Consumer Response to Creative Advertising

Bilby

Reid

Brennan

et al. 2020

Australasian Marketing Journal

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Marketers in China have long used the government's system of city tiers as a de facto segmentation tool. Previous research shows that this has led to assumptions on the part of advertisers about differing levels of conservatism and uncertainty avoidance between city tiers. This in turn has resulted in advertisers’ reluctance to invest in creative advertising, particularly when it is directed at consumers in low tier Chinese cities. This paper investigates potential differences in consumer response to advertising creativity between high (Tier 1–2) and low (Tier 5–6) Chinese cities; the moderating effect of uncertainty avoidance on Chinese consumer processing of creative ads; and the efficacy of tiers as a means of segmenting the complex Chinese marketplace. Findings reveal that regardless of tier, Chinese consumers respond positively to advertising that engages their emotions. Additionally, while Chinese consumers rank high in uncertainty avoidance, this does not moderate their response to creative ads.

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The Research of Consumers’ Purchase Intention Based on the Influence of Advertising Creativity of Online Video Advertisements

Yang,

Zhang

et al. 2024

Lecture Notes on Data Engineering and Communications Technologies

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Americanized or localized: A qualitative study on Chinese advertising practitioners’ perceptions of creativity and strategy in the digital age

Cited by 7 publications

References 54 publications

Unleashing the Creativity of Entrepreneurs with Digital Technologies

Unleashing the Creativity of Entrepreneurs with Digital Technologies

Tiers and Fears: An Investigation of the Impact of City Tiers and Uncertainty Avoidance on Chinese Consumer Response to Creative Advertising

The Research of Consumers’ Purchase Intention Based on the Influence of Advertising Creativity of Online Video Advertisements

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