Consumption as extended carnival on Tmall in contemporary China: a social semiotic multimodal analysis of interactive banner ads

Chen, Zhen Troy; Cheung, Mo Shing

doi:10.1080/10350330.2020.1720992

Cited by 19 publications

(16 citation statements)

References 34 publications

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“…Extending prior research, we deploy Ducoffe’s (1995) model to boost scholarly understanding of online videogame-based pop-up ads (Herrewijn and Poels, 2013; Goethe, 2019). Specifically, we add visual- and audio aesthetics as important drivers of pop-up ad effectiveness, which exert a demonstrated effect on behavior (Nelson, 2005; Meyers-Levy and Zhu, 2010; Krishna et al , 2016; Chen and Cheung, 2020). While visual aesthetics refer to the combination and interplay of ad-related colors and themes, audio aesthetics include the ad’s sound (e.g.…”

Section: Literature Reviewmentioning

confidence: 99%

Videogames-as-a-service: converting freemium- to paying-users through pop-up advertisement value

Hussain

Abbasi

Hollebeek

et al. 2021

JSM

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Purpose Though the videogame literature is thriving, little remains known regarding the effectiveness of pop-up ads that appear in videogames. Addressing this gap, this study, therefore, aims to explore pop-up ads as an important tool to prompt gamer-perceived advertisement value and their subsequent intent to install the advertised videogame. Design/methodology/approach To frame the analyses, the authors adopt and extend Ducoffe’s advertising value model by incorporating the visual/audio aesthetic videogame components that are largely overlooked in prior research. Using a self-administered survey, data were collected from 321 online gamers. The authors tested the model by using partial-least-squares-based structural equation modeling (PLS-SEM). Findings The results indicate that pop-up ad-related incentives, entertainment, credibility, personalization, audio aesthetics and irritation significantly affect user-perceived ad value. In turn, perceived ad value was found to affect players’ intent to install the advertised videogame. Research limitations/implications Though the findings corroborate the importance of pop-up ads being perceived as informative and/or entertaining, they also emphasize the value of personalized ads, ad-related incentives and audio aesthetic, which impact gamers’ intent to install the advertised videogame. Practical implications This study advances managerial understanding of videogame-based services, which is expected to be particularly useful for freemium-based videogame marketers and developers. Originality/value By extending Ducoffe’s model of advertising value, the authors apply the proposed framework in the online videogaming-based pop-up ad context, and explore the effect of user-perceived pop-up ad value on their intent to install the advertised videogame.

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Section: Literature Reviewmentioning

confidence: 99%

Videogames-as-a-service: converting freemium- to paying-users through pop-up advertisement value

Hussain

Abbasi

Hollebeek

et al. 2021

JSM

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“…Such an agentic performance process is defined as an exploration of hybrid identities for Chinese urban youth since their identities are not stable but ‘becoming’, like wearing masks in a live and wired masquerade. Such performance extends the metaphor of carnivalesque (Chen & Cheung, 2020; Yin & Fung, 2017), where fans poach and transcode cannon media texts through online chatting/comments to unleash the potentials of resistance towards capitals and hegemonic power. Masquerade is transient in a socio-cultural sense, just as performance is underpinned by the fleeting danmaku and its short onscreen appearance in a given ‘situation’ registered via a given plot, character and/or cultural event, among other references.…”

Section: Fans’ Multiple and Contested Identitiesmentioning

confidence: 90%

Slice of life in a live and wired masquerade: Playful prosumption as identity work and performance in an identity college Bilibili

Chen

2020

Global Media and China

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This article investigates Chinese urban youth’s mediated ‘slice of life’ and playful encounters as part of their identity construction and performance work on Bilibili, one of China’s most influential video-sharing social media sites mediating anime, comics, games and novels. Using a mix-method approach of digital ethnography, participant observation, interviews and data visualisation, this article examines fans’ hermeneutic practices through anime, comic, game and novel prosumption, exemplified by danmaku: ‘bullet screen’, barrage-like comments overlaid on videos. This article argues that Bilibili works as an ‘identity college’ for fans to perform various roles and explore their hybrid identities in a social-hermeneutic engagement process. In particular, the function of anonymous danmaku comments will be closely analysed as it offers a quasi-real-time engagement experience for fans and helps shape fans’ social self. Following a symbolic interactionist tradition, Mead’s ‘generalised other’ and Goffman’s dramaturgical theory are contextualised in the Chinese socio-cultural milieu where fans’ identity performance is regarded as masquerade. Departing from the moral panic rhetoric that Generation Z is ‘amused to death’, becoming ‘infantile and animalised’, or even enslaved by their desires and capable only of ‘cold intimacies’, the findings of this explorative study present a more complex understanding of Chinese youth’s identity work through participatory social media use and networked fandom.

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“…Faced with the success of Double 11, researchers began to pay attention to Double 11. At the same time, some scholars pointed out that although Double 11 maintained a successful trend, its market share was declining with the emergence of various online shopping festivals, such as Jindong 618 ( Chen and Cheung, 2020 ). Therefore, to maintain the sustainable achievements of Double 11, it is crucial to pay attention to the factors influencing consumers’ purchasing decisions on Double 11.…”

Section: Introductionmentioning

confidence: 99%

“…In addition, some scholars uncovered that an intermediate mechanism may exist in the path of individual information processing ( Cao et al, 2020 ), which could demonstrate the influence process of information on customers’ attitudes and behaviors but has been ignored by most of the studies applied ELM theory. Double 11 is a special online shopping carnival, which has the most abundant information ( Chen and Cheung, 2020 ). In the context of Double 11, most scholars only focus on the direct influence of information on behavior ( Xu et al, 2017 ; Yang et al, 2018 ).…”

Section: Introductionmentioning

confidence: 99%

Understanding the formation mechanism of consumers’ behavioral intention on Double 11 shopping carnival: Integrating S-O-R and ELM theories

2022

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Double 11 shopping carnival, celebrated by the most successful electronic-commerce (e-commerce) Chinese company, Alibaba, has always been the online shopping festival with the highest turnover and involves the largest number of consumers and enterprises in China. This study integrates the elaboration likelihood model (ELM) and stimulus-organism-response (S-O-R) theory to study the dual-processing path of information, which drives customers’ behavioral intention on Double 11. There are 454 valid samples of data are collected, and the research model is tested using the partial least squares method. Results show that in the Double 11 context, two different processing mechanisms affect consumers’ behavioral intention. Thereinto, consumers’ behavioral intention is more affected by the peripheral path than the central path. The affective experience affected by the information stimulus has a greater impact on the behavioral intention than cognitive experience. Furthermore, we find situational involvement have different moderating effects on the relationship between two experiences and behavioral intention.

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Consumption as extended carnival on Tmall in contemporary China: a social semiotic multimodal analysis of interactive banner ads

Abstract: Recommended citationZhen Troy Chen & Ming Cheung (2020) Consumption as extended carnival on Tmall in contemporary China: a social semiotic multimodal analysis of interactive banner ads, Social Semiotics,

Cited by 19 publications

References 34 publications

Videogames-as-a-service: converting freemium- to paying-users through pop-up advertisement value

Videogames-as-a-service: converting freemium- to paying-users through pop-up advertisement value

Slice of life in a live and wired masquerade: Playful prosumption as identity work and performance in an identity college Bilibili

Understanding the formation mechanism of consumers’ behavioral intention on Double 11 shopping carnival: Integrating S-O-R and ELM theories

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