Factors Affecting Malaysian Consumers’ Perceptions of Chinese Smartphone Advertisements and Their Implications for Other Sectors

Abstract

China is currently playing a significant role in the world economy. However, the majority of buyers worldwide still lack sufficient confidence in goods produced by Chinese firms. This study intends to identify the advertising appeals utilized in Chinese brand smartphone advertisements (both online and offline). It also looks at the way Malaysian consumers perceive these appeals. In a qualitative study, ten participants were interviewed in-depth about their perceptions regarding Chinese advertisements. The participants watched Chinese smartphone advertisements and were asked about their impressions. It was found that these commercials elicited specific feelings and increased their familiarity with the details surrounding the products. It was shown that many buyers focused primarily on these details, which affected their purchasing decisions. The researchers also provided an assessment of the potential impact of these findings on other industries.