The article is meant to find out who are the advertisers really reaching in the fragment era. It is mainly made up with four parts: theories, audience side, advertiser side and media side. The approaches of document analysis and comparison analysis were employed. It turned out that the era of fragmentation has come without going back and not only audiences are changing but also advertisers and media are changing rapidly as well. Demographic factors and psychographic factors can both have influences on their consumption of media while there are interrelations between the two factors. Audience members now are demanding for control and specializations over their media and content consumption. The globalization of business and different metrics of users are making advertisers even harder to target and focus on who they really want. Lastly, from the media perspective, the media context can affect the perception of persuasive messages due to the congruence of content and context and the appreciation of people who receive the messages. While it is still not easy to answer who the advertisers are really reaching these days, one crucial suggestion for the advertisers is that their attention should be rearranged to focus more on small groups that have different characteristics and preferences.

Delin Kang. Changes and Influencing Factors of Audiences, Media and Advertisers in the Fragmentation Era. Academic Journal of Humanities & Social Sciences (2021) Vol. 4, Issue 11: 52-57. https://doi.org/10.25236/AJHSS.2021.041111.

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