Research on the Attitudes and Preference of Chinese “Generation Z” to Bilibili Video Advertising

DOI

10.2991/978-94-6463-098-5_186How to use a DOI?

Keywords

Bilibili; Digital marketing; Generation Z; Z era; Advertisement

Abstract

In recent years, the rapid development of China’s internet enables generation Z people to explore a broader world. Compared to the former generation, the Z era people are proficient to Internet skills as well as express themselves with the help of the Internet. [8] Therefore, Bilibili, as an mainly online video-sharing platform, became the first option that young people chose to share their life. Based on the large number of users in Bilibili, companies cooperate with “uploaders” to produce videos with respect to certain products in an effort to promote the product. This research was conducted with the aim of better understanding the preference and attitudes of generation Z toward Bilibili advertising in an effort to find an efficient and effective way of advertising on the Bilibili platform. In the research, an online questionnaire and interviews were conducted among the Z-era Bilibili users. This paper aims to investigate the pros and cons of commercially cooperative videos produced by Bilibili “uploaders” as well as provide suggestions to improve the quality commercially cooperative videos, and accurately deliver various advertisements to their targeted users.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Hanzhu Guan
PY  - 2022
DA  - 2022/12/27
TI  - Research on the Attitudes and Preference of Chinese “Generation Z” to Bilibili Video Advertising
BT  - Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)
PB  - Atlantis Press
SP  - 1649
EP  - 1655
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-098-5_186
DO  - 10.2991/978-94-6463-098-5_186
ID  - Guan2022
ER  -