Social Media Influencers' Effect on Chinese Gen Z Consumers: Management and Use of Video Content Platforms

Social Media Influencers' Effect on Chinese Gen Z Consumers: Management and Use of Video Content Platforms

Rob Kim Marjerison, Songcheng Gan
Copyright: © 2020 |Pages: 18
DOI: 10.4018/JMME.2020070101
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Abstract

The objective of this paper is to explore the relationships between different types of Chinese social media influences and their use of short videos, and how that content is managed influence Chinese Generation Z consumers. Effective use of social media is a way for SMEs and new ventures to level the playing field and compete with established enterprises; it is cost effective and can target a very specific consumer demographic. Data was collected by online surveys of Gen Z Chinese self-described heavy social media users. The results of this study may be of particular interest to entrepreneurs who tend to be early adopters and who can most benefit from strategic use of social media advertising to locate and reach their target customers more efficiently and more effectively.
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Literature Review - Background

There appears to be limited existing research focusing specifically on the impact of short video applications in online marketing in Chinese social media. The Chinese short video application industry is a relatively new, very large, and rapidly growing market with more than 820 million monthly active users and 22 hours monthly usage time per capita (QuestMobile, 2019). This large demographic offers marketing managers a powerful tool with which to reach their target customers. Key opinion leaders play an essential role in Chinese social media and Chinese Online Marketing (Quadrella, 2018; Yu et al., 2011).

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