Antecedents to Effective Implantable Advertising on New Media Targeted at Chinese College Students


  • Ke Zheng Nanjing University of Aeronautics and Astronautics, China
  • Jhony Choon Yeong Ng Nanjing University of Aeronautics and Astronautics, China
  • Karen Kai Wen Song Nanjing University of Aeronautics and Astronautics, China


Implantable advertising, college student, new media, grounded theory


We conducted the current grounded theory research to investigate the factors that influence the effectiveness of implantable advertising on new media on the consumer behavior of Chinese college students. Toward this end, we conducted semi-structured interviews with 32 college students in China. We found that implantable advertising on new media is more effective than implantable advertising on traditional media, and we found that the exposure of the advertised product and sex of viewers also have an influence on the effectiveness of influencing the consumer behavior of the viewers.


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How to Cite

Ke Zheng, Jhony Choon Yeong Ng, & Karen Kai Wen Song. (2017). Antecedents to Effective Implantable Advertising on New Media Targeted at Chinese College Students. Indian Journal of Commerce and Management Studies, 8(2), 53–57. Retrieved from