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A qualitative study on Chinese advertising practitioners’ perceptions of creativity and strategy in the digital age

Bibliographic Data

ID21215459
AuthorsHuan Chen (0000-0002-5089-2719, VML Y&R Inc, China, corresponding author), Rang Wang (0000-0001-8778-2057, University of Florida), Xuan Liang (0000-0003-4019-1457, VML Y&R Inc, China)
Year2019
Volume4
Issue2
Pages233-253
Publication date2019-06-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueGlobal Media and China (JOURNAL)
Journal identifiersISSN: 2059-4364 • E-ISSN: 2059-4372
PublisherSAGE Publications (PUBLISHER • US)
DOI10.1177/2059436419836455
OpenAlexW2944254034
LanguageEN
Citations received2
References cited42

A qualitative study was conducted to examine Chinese advertising practitioners’ perception and interpretation of advertising creativity and strategy in the digital age. Twenty three face-to-face in-depth interviews were conducted to collect data. Findings revealed Chinese advertising practitioners’ definitions of creativity and strategy, perceived criteria of creativity and strategy, perceptions of strategy typology, and how creative person, process, and press shape their perceptions of creativity. Theoretical and practical implications were offered

Advertising · Business · Creativity · Perception · Qualitative research · Social science · Sociology · Typology · Computer Science · Creativity in Education and Neuroscience · Psychology · Social Psychology

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