Evaluating the Marketing and Behavioral Drivers Behind the Success of Doubao in ByteDance Among Generation Z in China
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Keywords
generative AI, Doubao, generation Z, marketing strategy, consumer behavior
Abstract
This paper adopts a mixed-method approach combining questionnaire survey and secondary data analysis to explore the marketing and behavioural drivers behind Doubao’s popularity among Chinese Generation Z. Drawing on the Technology Acceptance Model, this study examines Doubao’s pro duct, pricing and promotion strategies, and applies SWOT and VRINE frameworks to assess its competitive advantages. Results show that Doubao’s consumer-oriented product design, freemium pricing and ByteDance’s ecosystem-fuelled social promotion satisfy Gen Z’s psychological and social adoption demands. Its sustainable advantage mainly stems from the traffic ecosystem rather than pure technological superiority. This research identifies limitations including small sample size and offers insights for consumer AI product development, while suggesting future research on user retention and cross-group adoption differences.
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