A Study on Targeted Advertising Strategies for Virtual Goods on Social Media: Exploring Ways to Increase Consumers' Willingness to Purchase in Games
Year: 2024
Type: article
Study design: Observational Study
Abstract: Social media platforms have become key channels for promoting game products and selling virtual goods, but how to develop effective advertising strategies, achieve precise targeting, and enhance users' purchase intent in the face of massive information and fierce market competition is a problem faced by both game developers and social media platforms. This study explores the advertising marketing strategies for game products' virtual goods on social media platforms, particularly by comparing the effects of official and unofficial promotional videos and constructing user profiles for precise targeting. It provides practical guidance and theoretical support for optimizing advertising effects for game developers and social media platforms. This study employs a combination of qualitative and quantitative research methods, by capturing comment data from new game promotion on Bilibili for word frequency analysis and sentiment analysis to reveal the differences in user feedback between official and unofficial videos. Additionally, a questionnaire survey was designed and distributed to collect users' opinions on different types of promotional videos, further verifying the existence of user preferences, and statistical software such as SPSS was used for data analysis. The study found that official videos often receive more negative feedback from users, while unofficial videos are more likely to receive positive discussion from users; users have a higher willingness to watch official collaborative blogger promotional videos but have a lower willingness to watch official videos; official videos have a greater negative impact on users' consumption intent, while unofficial videos are more likely to have a positive impact.
Author: Lize Zheng
Institution: Beijing Forestry University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4404865975