The impact of digital marketing on Otome games : target group: Gen Z
Xie, Shuxin (2025)
Xie, Shuxin
2025
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202503214730
https://urn.fi/URN:NBN:fi:amk-202503214730
Tiivistelmä
The thesis explores how digital marketing influences Generation Z's engagement with Otome games. It examines the role of digital strategies in sparking Gen Z's interest, their reactions to cross-industry collaborations and related merchandise, and identifies the most effective channels for reaching this audience.
The theoretical framework highlights the characteristics of Generation Z, the concept of Otome games, and various digital marketing approaches. Additionally, it incorporates the AIDA model (Attention, Interest, Desire, Action) to assess how marketing strategies can attract and sustain Gen Z’s attention in the context of Otome games.
A qualitative research approach was employed, with semi-structured interviews used to collect primary data. Thematic analysis was applied to uncover key factors influencing player engagement. Results reveal that personalized content on platforms like Weibo, Xiaohongshu, and Douyin significantly impacts Gen Z’s attraction to Otome games.
Based on these insights, the thesis offers recommendations for future studies within the Otome game industry.
The theoretical framework highlights the characteristics of Generation Z, the concept of Otome games, and various digital marketing approaches. Additionally, it incorporates the AIDA model (Attention, Interest, Desire, Action) to assess how marketing strategies can attract and sustain Gen Z’s attention in the context of Otome games.
A qualitative research approach was employed, with semi-structured interviews used to collect primary data. Thematic analysis was applied to uncover key factors influencing player engagement. Results reveal that personalized content on platforms like Weibo, Xiaohongshu, and Douyin significantly impacts Gen Z’s attraction to Otome games.
Based on these insights, the thesis offers recommendations for future studies within the Otome game industry.