Hong Kong millennials’ perceptions and preferences on joint promotion partners

Fanny Fong Yee Chan

Asia Pacific Business Review, 2022, vol. 28, issue 3, 410-430

Abstract: The use of partnerships as a creative strategy is particularly popular when targeting millennials, though little is known about millennials’ perceptions and preferences on joint promotions. Using a prosumer perspective, the current study explored this issue with a short survey of 221 participants and a qualitative study of 20 focus group discussions. Insights from the quantitative and qualitative studies indicated that participants were generally positive towards joint promotions and they used a 3S model in selecting joint promotion partners. The results provide information on an emerging trend in marketing communications that may motivate future research on the utility and efficacy of joint promotions that target millennials.

Date: 2022
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DOI: 10.1080/13602381.2021.1872914

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