Luxury brands are increasingly using digital avatars to reach China’s new generation of savvy digital natives – does this signal the end of the celebrity ambassador?| South China Morning Post
Nowadays, KOL marketing is the top priority of brand marketing and product longing is still the core appeal of KOL marketing, but the purpos| China Trading Desk
This research identified the different ways in which K-beauty social media influencers (SMIs) impact consumers’ tendencies to accept new products by closely investigating their sponsorship displays and product exposure methods. We conducted an experiment to examine how influencers’ posts affect Chinese millennial consumers’ acceptance of new products. We used a 2 (influencer type: celebrity versus general public) × 2 (sponsorship display status: display versus no display) × 2 ...| SpringerOpen
By 2023, China’s virtual influencer market is expected to be worth RMB 1.5 billion, 64% of 14-24 year olds in China follow virtual influencers| Daxue Consulting - Market Research and Consulting China
