Title: The influence of graphic Chinese characters in product advertising posters toward young consumers

Authors: Mengchen Zhang; Siti Salmi Jamali; Adzira Binti Husain

Addresses: School of Creative Industry Management and Performing Arts, School of Arts and Sciences, Universiti Utara Malaysia, 06010 UUM Sintok, Kedah, Malaysia ' School of Creative Industry Management and Performing Arts, School of Arts and Sciences, Universiti Utara Malaysia, 06010 UUM Sintok, Kedah, Malaysia ' School of Creative Industry Management and Performing Arts, School of Arts and Sciences, Universiti Utara Malaysia, 06010 UUM Sintok, Kedah, Malaysia

Abstract: The research was conducted to measure the correlation between graphic Chinese characters, purchase intention, product advertising poster, and young consumer feedback. The data of the study was collected from Chinese young customers. A sample of 280 young consumers in China was collected by using a self-administrated questionnaire. Partial least square-structural equation model (PLS-SEM) was used to analyse the data using SmartPLS 3. The study found that correlations between graphic Chinese characters, purchase intention, product advertising poster, and young consumer feedback were positively accepted. The gaps in the body of knowledge are addressed by the study. The study provides recommendations to improve the purchase intention of young consumers in China by considering graphic Chinese characters.

Keywords: graphic characters; product advertising; consumer feedback; purchase intention; young consumers.

DOI: 10.1504/IJSOM.2026.155438

International Journal of Services and Operations Management, 2026 Vol.54 No.3, pp.332 - 350

Received: 06 May 2024
Accepted: 17 May 2024
Published online: 03 Aug 2026 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article