Scope: Mengtian Jiang: Confucius Institute Faculty International Travel Grant

Grants and Contracts Details

Description

WeChat, a popular social media platform in China, currently has over 1 billion active monthly users, and 80% of them follow at least one official account on WeChat (Dogtiev, 2018). It is not unusual to see WeChat official accounts publish editorial content that is sponsored by advertisers, but not being fully transparent in the article stating that it is an advertisement. How will Chinese users interpret and respond to sponsored content in WeChat official accounts?
StatusFinished
Effective start/end date4/1/198/31/19

Funding

  • Confucius Institute Headquarters of China

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