An information cocoon occurs due to a user’s active choices and an algorithm passive choice. It is what the platforms chooses to expose you to user to based on expressed interests, tastes, and preferences. It is related to the idea that people see, hear, and seek what they like, pleases and comforts them and are closed to the idea of newness that challenges it. However, the downside of this phenomenon is non-exposure to opposing point of views, and non-awareness towards the things that exist outside our areas of interests.
Published in Chapter:
Research on Social Media Advertising in China: Advertising Perspective of Social Media Influencers
Poshan Yu (Soochow University, China & Krirk University, Thailand), Yuejia Liao (Independent Researcher, China), and Ramya Mahendran (Independent Researcher, India)
Copyright: © 2022
|Pages: 35
DOI: 10.4018/978-1-7998-9672-2.ch006
Abstract
This chapter focuses on the development of social media advertising in China, especially influencer marketing through social media posts. More specifically, this study examines how the personal traits of social media influencers, the characteristics of the content posted by them, the form of advertising, and the users' personal preferences influence the effectiveness of these influencers' advertising. Through this research study, the authors conclude that social media influencers in China act as great assets to advertising and in recent times have gained the attention from many brands. During COVID-19, social media usage increased dramatically and helped influencers increase their followership. In an ever-accelerated pace of this digital and social era, it is worthy for brands to rethink how to collaborate and partner with these influencers. It is also significant for influencers to think about how to maintain long-term relationships and garner meaningful interactions with their fans and fellow influencers.