Attitudes of Gen Zs towards influencer marketing in China: a study of Bilibili

Jin, Xinyu (2023) Attitudes of Gen Zs towards influencer marketing in China: a study of Bilibili. [Dissertation (University of Nottingham only)]

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As social media begins to move from being a new thing to being an integral part of people's lives. The growing user base and the increasing time spent using it have made social media a new battleground for brand marketing, which has given rise to many new marketing methods,one of which is influencer marketing.This research will rely on Bilibili, the most popular social media platform for Chinese Gen Z, to explore how influencer marketing affects the purchase intentions of Chinese Gen Z consumers.

Considering the important influence of consumer attitudes on the effectiveness of advertising and marketing, this study will choose the ABC Attitude Model theoretical framework to examine which influencer marketing-related factors have an impact on the attitudes of Gen Z consumers in China and how they are influenced from an attitudinal perspective. Based on previous literature, we choose to add para-social identification, content quality, brand trust, perceived credibility and user loyalty to the theoretical framework to investigate the relationship between these five factors and Gen Z attitudes.

This study will adopt a quantitative approach and the data will be collected through an online survey, with PLS-SEM being the main method of data analysis. The main findings can be summarized as follows: para-social identification, content quality, perceived credibility and user loyalty all positively influence Gen Z consumers' attitudes and contribute to their consumption intentions. negatively affect Gen Z consumers' attitudes and weaken their consumption intentions.

Item Type: Dissertation (University of Nottingham only)
Depositing User: Jin, Xinyu
Date Deposited: 20 Feb 2023 04:41
Last Modified: 20 Feb 2023 04:41

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