A critical genre analysis of covert advertising through short-videos in Douyin: The Chinese version of Tik-Tok
Short-video social media is becoming a major advertising tool in the digital age. Covert advertising is increasingly used as a major strategy to effectively promote a product. This study aims to explore the genre of covert short-video advertisements launched in Douyin-the Chinese version of TikTok....
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| Main Authors: | , , |
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| Format: | Article |
| Published: |
SAGE Publications Inc
2022
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| Subjects: | |
| Online Access: | http://eprints.um.edu.my/40404/ https://doi.org/10.1177/21582440221134608 |
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| Institution: | Universiti Malaya |