(Answer) PGBM115-MSc International Business Management Dissertation




Individual Research Work (100% weighting)
Submission date: 14th September 2020
You will be required to submit one written research work of 15,000 words containing a
literature review, methodology, data analyse and conclusions. This is a summative
coursework (15000 words maximum), weighted at 100%. This will assess all module
learning outcomes

Research Proposal
At the end of the taught sessions, you are required to submit a proposal (around 3000
words) outlining the following areas:
x Introduction to the Study
x Statement of the Problems
x Objectives of the Study
x Research Questions
x Scope of the Study
x Operational Definitions
x Research Significance
x Literature Review
x Methodology
x Timeline
x Ethical consideration/ Ethics approval
x References
Please be advised that we will not allocate you a supervisor unless you submit your
proposal by the due date.

Generic Dissertation Structure (guidance)
1. Introduction
2. Literature review
3. Methodology
4. Findings
5. Analysis and synthesis
6. Conclusions and recommendations
Chapter 1: Introduction
Your chapter should identify the background, a case for the significance of the problem,
the context in with the research took place and provide an introduction to its basic
components. It should be succinct, informative and able to standalone as a document.
Chapter 2 Literature Review
In this chapter, we expect you to situate the study in the context of previous research.
Here, you will critically analyse scholarly material pertaining to the topic, present a critical
synthesis of empirical literature according to relevant themes or variables, justify how the
study addresses a gap or problem in the literature, and outline the theoretical or
conceptual framework of the study. This provided a backdrop to your work and allows the
reader to assess your research skills.
Chapter 3 Methodology
In the methodology you should situate your research within a particular methodological
tradition or paradigm, provide a rationale for that approach, and justify the chosen method
(eg. case study, grounded theory approach, thematic analysis) data collection technique
adopted and your method of analysis (e.g. Thematic analysis, content analysis). Ideally,
begin the methodology chapter by stating, again, the research objectives of the project.
This will enable the reader to make an assessment as to the validity of your chosen
research methodology. Your chapter should include the rationale for chosen research
approach, justification of the chosen research setting, and research sample and data
collection methods. You will then present your approach to data analysis, including a
discussion on the measures taken to enhance the study, its validity and reliability. You
may also present limitations if any.
Chapter 4 Findings
In this chapter, you present the study main findings based on the evidence and/or results
of primary research (qualitative or quantitative data) which you have undertaken.
Depending upon your subject area this can be in the form of detailed quantitative models,

hypothesis testing to some basic analysis using basic descriptive statistics or qualitative
techniques dealing with thematic analysis, grounded theory, structured content analysis,
textual analysis, to case study descriptions. This data must be organised in a logical and
coherently ordered whole so that your thought processes and interpretation are clear to
the reader.
Chapter 5 Conclusions
In this chapter you will bring together the work of the dissertation by showing how the
initial research aims and objectives has been addressed. You may form your conclusions
by asking yourself, µknowing what I know now, what conclusion can I draw? You should
bring back your research questions and state your understanding of those questions. Be
careful not to make claims that are not substantiated from the evidence you have presented
in earlier chapters.  present any ideas and/ or new references here.


Topic: A research on the influence of perceived contents in adverts on the Chinese millennial customers’ acceptance of in-app advertising- using WeChat as the case study.


1.0 Introduction. 1

1.1 Aim and objective of this research. 2

2.0 Literature review.. 4

2.1 Consumers degree of acceptance of in-app mobile advertising. 4

2.2 The influence of perceived content on the millennial consumers’ acceptance of in-app advertising. 5

2.2.1 The impact of personalisation on millennial consumers’ acceptance of in-app advertising. 5

2.2.2 The role of entertainment on influencing millennial consumers’ acceptance of in-app advertising  6

2.2.3 The role of informativeness in influencing millennial consumers’ acceptance of in-app advertising  6

3.0 Research methodology. 8

4.0 Timeline for this research. 10

5.0 Conclusion. 10

References. 11

1.0 Introduction

Today, smartphones have introduced new ways of better and enhanced person-to-person interaction. In the business context, these smartphones have led to the adoption of new and improved marketing techniques by companies. This has consequently led to effective communication of the brand messages to the target consumers. A report by Jafari et al. (2016) indicated that in a country such as Iran, mobile phones continue to penetrate at a relatively high rate. In China, more than 700 million people possess mobile phones indicating the high rate of smartphones across the globe. The main drivers behind the increased penetration of smartphones are the low costs, accessibility, and high level of adaptability, among others. As a result, marketing, as in particular, advertising has greatly evolved from the traditional forms of TVs, radios, and print media towards a new wave of social and mobile phone-based advertising. In other words, currently, marketers and brand ambassadors can now engage in person-person marketing much more directly through mobile devices. One such way of communicating with consumers through mobile phones is the use of in-app advertising. This involves serving customers within the mobile phones’ apps with advertising messages.

In China, despite the increased usage of mobile phone marketing, there have been a lot of mixed findings in regard to how millennial consumers perceive in-app advertising. A number of theoretical kinds of literature indicate that some millennial users of mobile phones develop negative attitudes towards in-app mobile advertising. At the same time, some notable theoretical discourses indicate that a huge number of millennial consumers develop positive attitudes towards in-app advertising, particularly due to its entertaining and informative nature. The focus of this research is on WeChat advertising using in-app advertising. WeChat is increasingly becoming a popular social platform, and hence marketers in China are using it for their marketing activities.

1.1 Aim and objective of this research

The primary aim of this research will be to show how perceived contents in adverts influence Chinese millennial customers’ acceptance of in-app advertising using WeChat as the case study. To achieve this objective, this research will focus on achieving the below objectives;

  • To explore the impact of content personalisation on Chinese millennial consumers likelihood of accepting WeChat in-app advertising
  • To investigate the impact of content informativeness on Chinese millennial consumers likelihood of accepting WeChat in-app advertising
  • To determine the impact of entertainment content on Chinese millennial consumers likelihood of accepting WeChat in-app advertising