Research on the preference of Chinese post-00s for advertising appeals of mobile phone

• Autor(a) principal: Hankun Li
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/24397
• topic: Post-00s consumers advertising appeals; Apelo de publicidade ao consumidor após 00s

In 2021, the number of mobile Internet users in China has increased to 1.007 billion, of which the post-00s generation accounted for more than 12.3%. For the mobile phone market, the post-00s has become a considerable consumer group. Mobile advertising is an important link in the marketing of mobile phone manufacturers, and the concept of advertising appeal can well convey the selling point of the product to the consumers, and the selling points of China post-00s prefer to mobile advertising has become the main problem studied in this article. The purpose of this paper is to understand the preferences of the consumer group of the post-00s for mobile advertising demands. Through a questionnaire survey for netizens under the age of 21 on the Internet, the questionnaire is designed in the form of Likert scale and the data analysis after recovering the questionnaire and finally draws the conclusion. Through analysis, the article shows that post-00s consumers show certain preferences for the relevant demands of mobile advertising listed in the questionnaire, among which innovative functions, modeling design, battery performance and personality expression in mobile advertising are more prominent.