Luxury and China's netizens: analysing consumer buzz

The luxury market in China is huge and growing fast - and that is reflected in conversations online. According to the brand buzz volume ranking, Louis Vuitton was the most discussed brand online, followed by Chanel, Gucci and Coach but in terms of sentiment, Louis Vuitton was relatively weak while Chanel enjoyed good health by this measure.

Luxury and China's netizens: analysing consumer buzz

The luxury market in China is huge and growing fast – and that is reflected in conversations online. In the white paper 'The voice of luxury: social media and luxury brands in China', media agency group GroupM and social media monitoring company CIC examined the 'buzz' around luxury products online, including analysis of BBS (bulletin boards) and microblog posts. The goal is to provide luxury marketers with some pointers on listening and responding to this highly influential audience. For more on the study click here.

Luxury brands and online buzz

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