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One-Step and Two-Step Advertising Information Flows on Social Media: How Chinese College Students Find and Distribute Information about Advertised Products Using Renren

Xu, Jiaojiao
http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1407241150

Abstract Details

2014, Master of Science (MS), Ohio University, Journalism (Communication).
The purpose of this study is to examine how Chinese college students find and distribute advertising information on Renren, from a theoretic perspective of a One-Step and Two-Step Flow of Communication. The method for collecting data used an online survey questionnaire. Respondents were recruited by sending survey invitations to the researcher’s friends on Renren.com, a Chinese equivalent of Facebook. This study has four main findings. First, the classic Two-step Information Flow is still the dominant pattern of advertising information flow on Renren. Second, Renren users' interest in different product types is positively correlated with their willingness to distribute information to other users. Third, Renren users' interest in entertaining and informative ads is positively correlated with their likelihood of obtaining information from instant ads and their willingness to distribute information to others. Fourth, gender and frequency of Renren use do not influence Renren users' choice of information sources about advertised products or their willingness to distribute information.
Hugh Martin (Committee Chair)
Jatin Srivastava (Committee Member)
Hong Chen (Committee Member)
85 p.
Communication
One-Step Flow of Communication; Two-Step Flow of Communication; Advertising Information Flow; Renren

Recommended Citations

Citations

  • Xu, J. (2014). One-Step and Two-Step Advertising Information Flows on Social Media: How Chinese College Students Find and Distribute Information about Advertised Products Using Renren [Master's thesis, Ohio University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1407241150

    APA Style (7th edition)

  • Xu, Jiaojiao. One-Step and Two-Step Advertising Information Flows on Social Media: How Chinese College Students Find and Distribute Information about Advertised Products Using Renren. 2014. Ohio University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1407241150.

    MLA Style (8th edition)

  • Xu, Jiaojiao. "One-Step and Two-Step Advertising Information Flows on Social Media: How Chinese College Students Find and Distribute Information about Advertised Products Using Renren." Master's thesis, Ohio University, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1407241150

    Chicago Manual of Style (17th edition)

ohiou1407241150
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© 2014, all rights reserved.
This open access ETD is published by Ohio University and OhioLINK.