Social Media Advertising

this paper will explore the national cultural diversity based on the effects of virtual tribes  as users of social media platforms for the purpose of interaction and being connected through these platforms and unconsciously receive advertisements that challenge the traditional forms of advertising media.

This study shows that in order to develop their social media advertising strategies and obtain optimal results, global luxury brands that wish to enter the Chinese market, must consider a number of Chinese cultural peculiarities. Several studies have already used the cross-cultural theoretical framework for the purpose of identifying some effective luxury brands’ marketing and communication strate- gies. This research recognizes specific features that can be used to create targeted and successful social media advertising approaches. As the majority of Chinese luxury consumers are Millennials and Gen Z, brands are even more challenged. In fact, these segments show preference for digital communication tools, media, and channels, with social media advertising representing the most valuable strategy. Global luxury brands that seek to profitably use social media adverting, besides taking into account specific Chinese cultural-related features and contexts, must also identify, understand, and learn how to employ any useful stratagem emerging from innovation in digital communication. This would allow brands to compete in the global marketplace while increasing their growth rate thanks to updated and effective social media advertising strategies.

Through 2 studies, this research examined consumer responses to empowerment hashtags in social media-based fashion advertising. The findings of Study 1 indicated that consumers showed more favorable attitudes towards empowerment campaign hashtags than brand name hashtags, and that perceived information value of hashtags meditated the relationship between hashtag type and attitudes toward the hashtags. Furthermore, consumer responses to the two hashtag types
varied depending on the “sophistication” dimension of brand personality. Study 2 extended Study 1 by further examining the effects of empowerment hashtags on consumers’ attitudes toward ads and consumer-brand identification. Participants perceived greater information value from empowerment hashtags, showed more favorable attitudes toward the ads with empowerment hashtags, and identified more strongly with advertised brands. Theoretical and practical
implications are discussed.

At the beginning of 2020, Covid19 virus inflicted serious damages to the the advertising industry at the same time it poised enormous challenges. This communication investigates the strategies of adaptation to the pandemic the advertising, in that period, especially that intended to be spread on Social Media. Although it may be a symbolic space for evasion and entertainment, in the case of the SARS-Cov2 pandemic, the advertising reflects the social transformations experienced by the individuals themselves and positions itself as a responsible voice that assumes the duties of social detachment, but also sets an example to be followed. Through their advertising effort, brands assume themselves as protagonists and significant agents of responsible behaviour, contributing, in this way, to the development of brand image.

Food has always been an invariable part of our existence, it defines our personality and gives colour to our lives. Eating and drinking are much more than ways of satisfying hunger and thirst, they are also social activities that are rich in symbolic, moral and cultural meanings. Development has brought about drastic changes in our food choices, our consumption, types of foods that we prefer and the places that we eat. Our choices are sometimes influenced by the environment (what is easily available and visible), sometimes the content and flavour and most of the time the media which impact us in a huge way. The current paper makes an attempt to find out the various factors affecting our food choices along with the repercussions on our health. A few recommendations are suggested that could be implemented at the individual and community level to help people make informed choices thereby reducing the risks their food choices entail.

The focus of the study is to achieve the maximum advertising value on ecotourists using social media. In this area, the main objective of the "Technology Acceptance Model (TAM)" is to increase the present awareness of social media marketing. This topic is primarily concerned with exploring the context of social media advertisement with knowledge, service, and its behavioural intent to use social media ads within the unique environment of ecotourism in Malaysia. The approach of the study is to analyse a survey of 395 local Malaysian tourists in Klang Valley to test the "Technology Acceptance Model (TAM)". The empirical findings denote that social media advertisement in ecotourism has positive effects on "Perceived ease of use" and "Perceived usefulness," in terms of its 'Informativeness' and "Service Functionality." That, in effect, contributes to the behavioural purpose of using social media ecotourism advertisements. The discipline's findings indicate that advertising in social media in ecotourism needs to be utilized to provide a quick understanding. Also, the advertising is updated continuously to ensure reliable and appropriate sources to meet ecotourists' information requirements and the support of tourist product ratings. These traits should satisfy travellers, making them likely to revisit different ecotourism sights. These appearances should satisfy tourists and allow them to re-visit various ecotourist attractions.

Abstract The paper tries to explore the awareness of how the present Generation Z is using the social media as well as to review its repercussion on them as an individual’s, organization and society as a system. The paper demarcates Generation Z from other branches of generation with a systematized differentiation in the behaviour, principles and choices which are constant over the time. It outlines their social media usage and intra-generational difference springing from environmental factors and personal factors. Personal factors are divided into steady and driving factors. The paper brings forward how the futuristic Generation Z’s use of social media influences them as an individual’s, organization and society. It also attempts to bring forward certain managerial repercussions and to them and a research outline. Earlier researches on access of social media by Generation Y as well as Generation Z give rise to certain queries which are yet to be answered. They laid focus mainly on the US & UK, ignoring other regions and countries (including nation like India which comprises of 28% of youths) with huge and rapidly increasing share of Generation Y’s & Z’s populations; and where the determinants of social-media usability would vary considerably; the customer set under these studies are those whose behaviour are inclined to vary as they move on the different phases of their life cycle; they tried to understand Generation Z’s social media use but misses to look at the controllers as well as aftermaths of social-media usage. The theoretical frame of reference brought forward in this paper harvests a thorough set of investigation questions and designs the pathway for considering the predecessors & outcomes of social networking used by Gen Z. It tries to identify certain ignored queries regarding Gen Z’s and their social media usability, along with also sketches practical insights for various decision makers.
Keywords: Black View, Generation X, Generation Y, Generation Z & Social Media

Konsep AIDA (Awarness, Interest, Desire, Action) ini yang pasti guna memperoleh konsumen atau pelanggan dalam produknya. Penelitian ini betujuan untuk mengetahui bagaimana pengaruh Social Media Advertising dengan Konsep AIDA yang terdiri dari awarness, interest, desire, dan action ini terhadap minat beli pada produk digital Telkomsel. Penelitian yang digunakan pada penelitian ini adalah penelitian kuantitatif. Teknik pengumpulan data primer dengan penyebaran kuisoner. Yang disebar kepada 100 responden dalam penelitian ini adalah Masyarakat di kota Tangerang yang menggunakan Kartu Telkomsel dan Youth and Community Telkomsel yang ada di Kota Tangerang. Hasil penelitian menunjukan bahwa secara parsial variabel Awarness(X1) berpengaruh secara positif terhadap minat beli (Y). Hal ini ditunjukan dengan thitung > ttabel yakni 9,587 > 1,666123, lalu variabel Interest(X2) berpengaruh secara positif terhadap minat beli (Y). Hal ini ditunjukan dengan thitung > ttabel yakni 7,878 > 1,666123, lalu variabel Desire(X3) berpengaruh secara positif terhadap minat beli (Y). Hal ini ditunjukan dengan thitung > ttabel yakni 11,498 > 1,666123, dan variabel Action(X4) berpengaruh secara positif terhadap minat beli (Y). Hal ini ditunjukan dengan thitung > ttabel yakni 9,199 > 1,666123, dan nilai signifikansi regresi sebesar 0,000 < 0,050. Dan secara simultan variabel Awarness (X1), Interest (X2), Desire (X3), dan Action (X4) berpengaruh secara positif terhadap minat beli (Y) yakni Fhitung > Ftabel sebesar 43,075 > 2,47. Dengan nilai persamaan regresi berganda Y=5,184+0,316(X1)+0,011(X2).Dengan koefisien determinasi sebesar 64,5%, yang sisanya dipengaruhi oleh faktor yang tidak diteliti.

Kata kunci: Social Media Advertising dengan Konsep AIDA, Minat Beli

Social media is a platform for social interaction but marketers as a third party entered into the scene and there were knock of advertisements in digital social interaction. The study aimed to know whether social media advertisements are informational or intrusion for users and to know their perception about social media advertisements. To meet the objectives literature had been studied and data c ollected from primary sources through a questionnaire. The collected data had been analysed using MS Excel and IBM SPSS Statistics 20. The study found that users perceive social media advertisements as informational and not an intrusion, and they prefer to watch advertisements on social media platforms that offer entertainment and practical use of content to users.

Sosyal medya, insanların birbirleriyle internet üzerinden iletişim kurduğu ve birçok bilgiyi kolayca paylaştıkları bir ortamdır. Son yıllarda internetin yaygınlaşması ve akıllı telefon kullanan kişi sayısının artması ile daha da büyüyen bu ortamlar, insanları tarihte hiç olmadığı kadar birbirine yakınlaştırmıştır. Yaşanan bu sıra dışı durum, pazarlama alanında sosyal medya kullanımını artırmış ve bu sayede işletmelere yeni bir reklam alanı açılmıştır. Reklam stratejilerinde sosyal medyayı aktif kullanan işletmeler, müşteriye daha hızlı ulaşabilmekte ve onların karar sürecini olumlu yönde etkileyebilmektedir. Böylece işletmeler sosyal medya reklamları kullanarak tüketiciyle yakın bir temas kurup reklam değerini arttırabilmektedir. Bu bağlamda sosyal medya reklamları ile istenilen hedef kitleye doğru zamanda ve doğru yerde yapılan reklam yatırımının geri dönüşü daha etkin olmaktadır. Diğer taraftan işletmeler ürün veya hizmetlerinin müşteriler tarafından tercihini artırmak için marka farkındalığı ve marka çağrışımı oluşturmak istemektedir. Sosyal medya reklamlarının artan bu önemi göz önünde bulundurularak, araştırmada günümüzde popüler bir uygulama olan Instagram reklamlarına ilişkin algıların reklam değerine, marka farkındalığına ve marka çağrışımına olan etkisi incelenmiştir. Araştırma, sosyal medyayı daha etkin kullanan ve Y kuşağı yaş aralığında olan Instagram kullanıcıları ile yapılmıştır. Bu amaçla Instagram kullanan ve Y kuşağı yaş aralığında yer alan 665 katılımcıdan veri toplanmıştır. Toplanan veriler yapısal eşitlik modellemesi kullanılarak AMOS ve SPSS istatistiksel paket programları ile analizi sağlanmıştır. Analiz neticesinde elde edilen bulgulara göre Y kuşağının Instagram reklamlarına ilişkin algılarındaki bazı unsurlar reklam değerini, marka farkındalığı ve marka çağrışımlarını olumlu yönde etkilemekte bazı unsurlar ise olumsuz yönde etkilemektedir. Instagram reklamlarının bilgilendirici ve eğlendirici olması reklam değerini olumlu yönde, aldatıcı olması ise reklam değerini olumsuz yönde etkilemektedir. Ayrıca bu reklamların bilgilendirici ve eğlendirici olması marka farkındalığı ve marka çağrışımlarını olumlu yönde rahatsız edici olması olumsuz yönde etkilemektedir. Diğer taraftan Y kuşağı bireyler Instagram dışında en çok Youtube kullanmakta ve Instagram'da en fazla hobi ve eğlence sayfalarını takip etmektedir. Bunun yanı sıra algılanan reklam değeri medeni duruma ve eğitim düzeyine göre anlamlı farklılık göstermektedir.

Promosi merupakan bagian dari komunikasi yang bertujuan untuk memberikan penjelasan agar dapat meyakinkan calon konsumen mengenai barang atau jasa yang ditawarkan dalam bentuk iklan, public relation, dan tenaga penjualan (Sefudin dalam Ningsih & Maika, 2020). Salah satu bentuk promosi yang akan dibahas adalah iklan dalam platform media sosial. Saya akan membahas mengenai promosi pada brand Burger King melalui platform media sosial.

Social media, a new dimension of marketing promotion mix, has made it possible for users to express their views about the companies, as well as their advertising. The purpose of this study was to test four hypotheses regarding the effects of young social media users' attitude, behavioral response, and purchasing intention toward social media advertising in South Asian perspective. The study selected four popular social networking sites such as Facebook, Twitter, YouTube and Google Plus which indicated the highest Asian visitor and surveyed with a structured questionnaire, asking respondents to mention their attitudinal views and responses about social media and social media advertising. The result identifies variation in predictors of users' buying decision and provides some indications for using and developing social media platform for advertisement in the developing country and describes how to reach more user response in a regular time frame with the ultimate success of purchasing goal. Abstract-Social media, a new dimension of marketing promotion mix, has made it possible for users to express their views about the companies, as well as their advertising. The purpose of this study was to test four hypotheses regarding the effects of young social media users' attitude, behavioral response, and purchasing intention toward social media advertising in South Asian perspective. The study selected four popular social networking sites such as Facebook, Twitter, YouTube and Google Plus which indicated the highest Asian visitor and surveyed with a structured questionnaire, asking respondents to mention their attitudinal views and responses about social media and social media advertising. The result identifies variation in predictors of users' buying decision and provides some indications for using and developing social media platform for advertisement in the developing country and describes how to reach more user response in a regular time frame with the ultimate success of purchasing goal.

This study aims to understand the differences between attitudes towards the social media ads and mobile ads,
the most recent and rapidly growing forms of digital advertisements. Lack of academic studies in developing
countries on the most rapidly growing digital advertisements creates a research gap which was aimed to be addressed in this study. Two different surveys on similar samples were carried out to understand the attitudes towards the two different types of ads. Ducoffe‘s advertising value model was used as the theoretical foundation. Facebook ads were used as a proxy for social media ads and mobile advertisements were presented in the form of mobile application ads. The findings indicate that overall attitudes are negative towards both the mobile app advertisements and Facebook advertisements. Among the antecedents of attitudes, the perceived entertainment of the advertisements appeared to have the strongest effect on attitudes, while credibility appeared as the second most important factor affecting attitudes.

Purpose-Grounded in uses and gratifications (U&G) theory and relying on the congruence/incongruence approaches, the current research aims to contribute to the study of interactive marketing by measuring the effectiveness of social and personal sponsored post message appeals on consumer psychological and behavioral engagement. A conceptual framework is suggested. Design/methodology/approach-Data were collected during a field experiment conducted on Facebook, consisting of two sponsored Facebook post campaigns, followed by a survey distributed to consumers who were exposed to the experiment. Findings-A structural path model suggests that the congruence of the social message appeal of sponsored Facebook posts leads directly to psychological engagement that follows affective response. This path elevates an indirect effect toward behavioral engagement. Additionally, it was found that the incongruence of the personal message appeal of sponsored Facebook posts leads directly to behavioral engagement. Originality/value-The novelty of the current research focuses on the unexplored subject of sponsored Facebook post message appeal effectiveness. Based on U&G theory applied to social media and the (in) congruence approaches, the study suggests a new dichotomy of message appeal for digital advertising, i.e. social vs. personal message strategies. Consumer engagement with the two appeals adds value to theory and practice by conceptualizing the effect of sponsored post content strategies on consumer engagement in Facebook while incorporating ad content with a hierarchical process.

The joint force of social media and marketization has transformed university communication in terms of style, discourse structure, and communicative purpose. To understand its new features in comparison with print media, this paper analyzes a corpus of universities' recruitment posts on WeChat in China. Using the method of genre analysis, the study identifies 8 moves which serve 5 different communicative functions. Each move is analyzed in terms of its salient semantic features and lin-guistic/visual strategies of realization. Analysis shows that WeChat recruitment posts are characterized by (1) an interdiscursive mix of a wider range of communicative functions, particularly the coexistence of policy discourse and promotional discourse, (2) sophisticated hierarchies of talents wanted and highlighted remuneration information , (3) the use of personalized language and multimodal resources such as photographs and tables to engage readers' interest and to build solidarity. The new features are then discussed critically in relation to the ongoing 'recruitment hype' in China and the affordances of WeChat.

A web survey study of 403 American college students was conducted in October, 2010 to test a conceptual model of consumers’ regulatory support for social media advertising. It shows that consumers’ prior negative experience of online disclosure greatly increased their online privacy concerns that in turn elevated their perceived risk and undermined their trust of online companies, marketers and laws. Consumers’ heightened risk built up their support for government regulation of social media advertising while their trust enhanced their support for industry self-regulation. Only young consumers’ prior negative experience negatively influenced their time spent on social networking websites. Implications for academia, government and industry are discussed.

The study aims to assess the influence of celebrity image (CI) on social media advertising (SMA) and the impacts of SMA on brand love in the Viet Nam fashion industry. The paper uses the quantitative method, with 450 offline responses. Cronbach’s Alpha, Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), Structural Equation Modeling (SEM) using AMOS are analyzed. The results indicate that the relevance of CI is the most powerful factor on SMA, followed by the attractiveness and expertise. The SMA has positive influence on brand love. It is essential for many fashion brands in Viet Nam to increase brand love by focusing on the SMA tools with the development of brand’s CI (attractiveness, expertise and relevance).

As social media use continues to climb, consumers are beginning to experience social media fatigue leading to concern among marketers about the efficacy of the channel. This research examines social media fatigue through the lens of the Theory of Rational Choice to better understand how consumers cope with this phenomenon and how it impacts brands. Our findings suggest that growing privacy concerns lead to social media fatigue among U.S. consumers. However, consumers’ conscious decision to remain involved in social media reflects their belief that continued use provides outcomes that are more positive than discontinuance of use.

ÖZET Bu çalışmanın amacı, sosyal medya platformu olan YouTube'da yayınlanan reklamlara ilişkin tüketici tutumlarını etkileyen faktörlerin satın alma davranışı üzerine olan etkisini belirlemektir. Çalışmada, sosyal medya ve Youtube reklamcılığının önemi ve tüketicilerin reklamlara yönelik tutumları kavramsal olarak açıklandıktan sonra literatürdeki benzer çalışmalar irdelenmiştir. Türkiye'deki YouTube kullanan 18 yaş ve üstündeki tüketiciler araştırmanın evrenini oluşturmaktadır. YouTube reklamlarına yönelik tüketici tutumlarının satın alma davranışına olan etkisini tespit etmek için ise anket tekniği kullanılmıştır. Bunun için Türkiye genelinde kolayda örneklem yöntemi kullanılarak Facebook, Twitter, LinkedIn ve WhatsApp gibi sosyal platformları yoluyla, YouTube kullanıcılarından verilerin toplandığı çevrimiçi bir anket gerçekleştirilmiştir. Araştırma bulgularına göre; tüketicilerin YouTube reklamlarına yönelik tutumlarını etkileyen faktörlerin (Eğlence, bilgi vericilik, güvenilirlik ve rahatsız edicilik) satın alma davranışını doğrudan ve anlamlı bir şekilde etkilediği görülmektedir. Tüketicilerin satın alma davranışı üzerinde en çok etkiyi sağlayan faktör ise eğlence faktörüdür. Rahatsız edicilik ile tüketicilerin satın alma davranışı arasında negatif bir ilişki bulunmaktadır. Reklamlardaki rahatsız edicilik azaldıkça satın alma davranışa yönelik olumlu tutum artacaktır.

The study aims to assess the influence of celebrity image (CI) on social media advertising (SMA) and the impacts of SMA on brand love in the Viet Nam fashion industry. The paper uses the quantitative method, with 450 offline responses. Cronbach's Alpha, Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), Structural Equation Modeling (SEM) using AMOS are analyzed. The results indicate that the relevance of CI is the most powerful factor on SMA, followed by the attractiveness and expertise. The SMA has positive influence on brand love. It is essential for many fashion brands in Viet Nam to increase brand love by focusing on the SMA tools with the development of brand's CI (attractiveness, expertise and relevance).

Social media sites are becoming more popular throughout the world. These sites are adopting advertisement  supported  business  models  to  generate  revenues  and  become  profitable. Advertisement supported models are the preferred choice for these site with regards to the belief that users are not willing to pay money to use these ever free sites. In this study this belief was questioned and Facebook, the most popular of social media sites was chosen as the setting of the study. The attitudes towards social media advertisements and their antecedents were measured and their potential effects on users’ willingness to pay for not seeing ads were tested. A questionnaire was developed using well-cited and tested scales from the relevant literature and it was implemented over Internet to Facebook users. 281 out of 327 collected questionnaires were used in the analysis following a screening process. The analysis was carried out using structural equation modelling. The findings indicate that attitudes and its antecedents affect th intentions to pay for not seeing ads negatively.

Kullanımları dünya genelinde yaygınlaşan sosyal medya siteleri ciro yaratarak karlı birer işletme haline gelebilmek için günümüzde reklam destekli iş modelleri kullanmaktadır. Kullanıcıların ücretsiz olarak kullanmaya alıştığı bu platformlara erişim için ücret ödemek istemeyecekleri varsayımıyla reklam destekli modeller tercih edilmektedir. Bu çalışma içerisinde sosyal medya sitelerinin  en  yaygın  kullanılanı olan  Facebook  üzerinde  gösterilen  reklamlara  kullanıcıların tutumları  ölçümlenmiş  ve  bu  tutum  ve  tutumu  oluşturan  faktörlerin  Facebook  reklamlarını görmemek için para ödemeye etkisi test edilmiştir. Ödeme eğiliminde olan ve olmayan kullanıcılar arasında farklılar irdelenmiştir. Literatürde kabul görmüş ölçekler yardımıyla hazırlanan anket formu İnternet üzerinden Facebook kullanıcılarına dağıtılmış, elde edilen 327 soru formu bir ön-analiz sürecinden geçirilerek düşük kaliteli ve tam doldurulmamış anketler ayıklanarak 281 kullanılabilir  soru formuna  ulaşılmıştır.  Verilerin  analizinde  yapısal  eşitlik  modellemesi kullanılmıştır. Gerçekleştirilen analiz sonuçlarına göre Facebook reklamlarına olan tutum ve tutumun öncülleri reklamları görmemek için ödeme niyetine olumsuz yönde etki etmektedir

In this study, it is aimed to contribute to the literature by examining the
university students’ motivation for watching social media advertisements in the context of the uses and gratification theory. For the study, first of all, conceptual explanations about social media, social media advertisements, media platforms and concepts about the uses and gratifications theory are discussed. In the last part of the study, a survey is carried out in order to find out the university students’ motivations for watching social media advertisements and whether these motivations show variation according to the demographic features of the participants. The results obtained from these findings are also presented in this chapter.

PurposeGrounded in uses and gratifications (U&G) theory and relying on the congruence/incongruence approaches, the current research aims to contribute to the study of interactive marketing by measuring the effectiveness of social and personal sponsored post message appeals on consumer psychological and behavioral engagement. A conceptual framework is suggested.Design/methodology/approachData were collected during a field experiment conducted on Facebook, consisting of two sponsored Facebook post campaigns, followed by a survey distributed to consumers who were exposed to the experiment.FindingsA structural path model suggests that the congruence of the social message appeal of sponsored Facebook posts leads directly to psychological engagement that follows affective response. This path elevates an indirect effect toward behavioral engagement. Additionally, it was found that the incongruence of the personal message appeal of sponsored Facebook posts leads directly to behavioral engag...

he present research aimed at developing a model for perceived social media advertising deception. To attain the aim, the interpretive structural modeling approach was employed. The research sample included all of the lecturers and experts of social media marketing and advertisement field selected by the purposeful sampling method. Eventually, eight lecturers and experts of social media marketing and advertisement answered the considered questions. The selected experts had at least ten years of experience in studying, teaching, or working in the field of social media. The sampling continued up to the theoretical saturation point. To determine the reliability of the measurement instrument, the ICC value was confirmed in terms of its consistency and absolute agreement. The research results indicated that in relation to the research subject and the proposed model for perceived social media advertising deception, social media advertising attributes had the strongest effect, while the perceived usefulness, customer knowledge, perceived trust, customer attitude, customer attributes, and media attributes were mostly affected by and their own effects were trivial. In addition, the results revealed that the primary factor in the research i.e. social media advertising attributes, was among the influential or driving variables due to its high directional power and low dependency. Other factors were described with high directional power and high dependency. The variables were non-static and so classified as the hybrid variables.

In the ever-changing global context, the need to understand why users discontinue using social media platforms is rapidly rising. Comprehending the backdrop of such decisions and factors governing the effects, as mentioned earlier, may help users to make such decisions and help service providers to mitigate them. There is a need to enrich the theoretical account of the phenomenon of social media discontinuation. Other authors focused on different social media platforms, but we have mainly used Facebook with sound justification to select its users as participants. We applied a quantitative study to survey 384 Facebook users, selecting the convenience sampling method. We integrated the 'Stimulus-Organism-Response' (S-OR) framework and applied the Smart-PLS technique and software. The results support this framework and indicate that information overload, communication overload, social media self-efficacy, privacy concern, social media helpfulness, and annoyance (as stimuli). Results demonstrate that increase the fatigue feelings integrated with perceived relevance (i.e., organism) of social media users, which in turn, increases their social media discontinuance intentions and ad avoidance behavior (i.e., response). This research sheds light on the antecedents of social networking services (SNS) fatigue that influences overall Facebook fatigue and suggests practical implications for the ever-expanding SNS market. Our findings offer valuable insights to marketers, entrepreneurs, and organizations in every sector regarding the social media usage and break-up issues of individual users.

Abstract The joint force of social media and marketization has transformed university communication in terms of style, discourse structure, and communicative purpose. To understand its new features in comparison with print media, this paper analyzes a corpus of universities&#39; recruitment posts on WeChat in China. Using the method of genre analysis, the study identifies 8 moves which serve 5 different communicative functions. Each move is analyzed in terms of its salient semantic features and linguistic/visual strategies of realization. Analysis shows that WeChat recruitment posts are characterized by (1) an interdiscursive mix of a wider range of communicative functions, particularly the coexistence of policy discourse and promotional discourse, (2) sophisticated hierarchies of talents wanted and highlighted remuneration information, (3) the use of personalized language and multimodal resources such as photographs and tables to engage readers&#39; interest and to build solidarity. The new features are then discussed critically in relation to the ongoing ‘recruitment hype’ in China and the affordances of WeChat.