A critical genre analysis of covert advertising through short-videos in Douyin: The Chinese version of Tik-Tok

• Main Authors: Li, Dongmei, Chow, Ung T'chiang, Cheong, Cecilia Yin Mei
• Format: Article
• Published: SAGE Publications Inc 2022
• Subjects: H Social Sciences (General); HE Transportation and Communications; HF Commerce
• Online Access: http://eprints.um.edu.my/40404/; https://doi.org/10.1177/21582440221134608
• Institution: Universiti Malaya

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....