Integration of commercial advertising into modern Chinese social networks: a historical path and its reflection in the global context of media development

today the advertising industry is developing at a high rate, and the consumer market is constantly changing. In this context, it is important to analyze the current situation and identify the most effective methods of influence in various types of commercial advertising on Chinese social networks. The purpose of this article is to analyze the process of integrating commercial advertising into modern Chinese social networks such as WeChat, Weibo, Douyin and others. The study covers the historical development of advertising on Chinese social media and its impact on the global media landscape. In China, social media plays a key role in promoting goods and services, with over a billion active users on platforms such as WeChat and Douyin. The article examines strategies for using content marketing, influencer marketing, and targeted advertising to increase brand awareness and audience engagement. Special attention is paid to the unique capabilities of WeChat, which is not only a social network, but also includes a payment system, messaging and other services, allowing you to effectively set up targeted targeting and interact with the audience. Additionally, influencer marketing on platforms such as Weibo and Douyin is becoming increasingly popular as it allows brands to leverage the authority of influencers to promote their products. The study allows us to understand the importance and impact of commercial advertising on Chinese social platforms in a global context, emphasizing the role of these platforms in shaping the modern media environment and their potential for businesses seeking to enter the Chinese market.

social advertising, commercial advertising, WeChat, Weibo, Douyin, China, media industry, evolution, consumer behavior