Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

The “Madness" of Chinese Younger Consumer Marketing: An Applied Cultural Consumer Insight Analysis of Chinese Brands Marketing’s Ludic Turn

Qiu, Zhuoyi LU (2024) TKAM02 20241
Division of Ethnology
Abstract
Mad literature has become one of the leading digital Chinese youth subcultures since 2022. Rooted from this, Mad marketing as Chinese special brands practices have achieved millions of attentions and discussions in social media. This thesis aims to utilize one of the leading e-commerce platforms in China, Taobao´s golden peach award ceremony, together with another two related mad marketing practices of brands Spes and Florasis, conducting applied cultural analysis and consumer insight research through case studies and semi-structured interviews with Chinese younger consumers to explore the root of “Mad Marketing”, consumers´ perception of the success or failure of this marketing performance beyond quantitative data in social media and... (More)
Mad literature has become one of the leading digital Chinese youth subcultures since 2022. Rooted from this, Mad marketing as Chinese special brands practices have achieved millions of attentions and discussions in social media. This thesis aims to utilize one of the leading e-commerce platforms in China, Taobao´s golden peach award ceremony, together with another two related mad marketing practices of brands Spes and Florasis, conducting applied cultural analysis and consumer insight research through case studies and semi-structured interviews with Chinese younger consumers to explore the root of “Mad Marketing”, consumers´ perception of the success or failure of this marketing performance beyond quantitative data in social media and serve as an inspiration for brands in China. Huizinga's play theory, Foucault's theory related with speech control, madness and power, and Applbaum´s critics theory towards the classical pleasure-pain consumption principle are entangled and applied in this thesis to assist in illuminating the complexity and pursuits behind Chinese younger generation through this unique consumption behavior.
The findings suggest the need for brands to move beyond mere mimicry and engage authentically with modern youth culture, understand the desires, frustrations, and aspirations of Chinese youth. The Mad Literature subculture offers valuable insights into the power of madness, rebellion, play, and authenticity in connecting with younger consumers. The findings suggest that brands that can authentically tap into these values stand to build meaningful, long-lasting relationships with their audience. (Less)
Please use this url to cite or link to this publication:
author
Qiu, Zhuoyi LU
supervisor
organization
course
TKAM02 20241
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Mad Marketing, Mad Literature, Consumer Ethnography, Foucault, Play Theory, Pleasure-Pain Consumption Principle
language
English
id
9167728
date added to LUP
2024-06-27 09:58:54
date last changed
2024-06-27 09:58:54
@misc{9167728,
  abstract     = {{Mad literature has become one of the leading digital Chinese youth subcultures since 2022. Rooted from this, Mad marketing as Chinese special brands practices have achieved millions of attentions and discussions in social media. This thesis aims to utilize one of the leading e-commerce platforms in China, Taobao´s golden peach award ceremony, together with another two related mad marketing practices of brands Spes and Florasis, conducting applied cultural analysis and consumer insight research through case studies and semi-structured interviews with Chinese younger consumers to explore the root of “Mad Marketing”, consumers´ perception of the success or failure of this marketing performance beyond quantitative data in social media and serve as an inspiration for brands in China. Huizinga's play theory, Foucault's theory related with speech control, madness and power, and Applbaum´s critics theory towards the classical pleasure-pain consumption principle are entangled and applied in this thesis to assist in illuminating the complexity and pursuits behind Chinese younger generation through this unique consumption behavior. 
The findings suggest the need for brands to move beyond mere mimicry and engage authentically with modern youth culture, understand the desires, frustrations, and aspirations of Chinese youth. The Mad Literature subculture offers valuable insights into the power of madness, rebellion, play, and authenticity in connecting with younger consumers. The findings suggest that brands that can authentically tap into these values stand to build meaningful, long-lasting relationships with their audience.}},
  author       = {{Qiu, Zhuoyi}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{The “Madness" of Chinese Younger Consumer Marketing: An Applied Cultural Consumer Insight Analysis of Chinese Brands Marketing’s Ludic Turn}},
  year         = {{2024}},
}