The drivers of digital media use in Asia: Findings from Social Media Matters
Low Lai Chow
Understanding an audience of 600 million people is no simple task, but it is the very challenge facing brands that want to engage members of China's burgeoning online community. Size, however, is not the only problem, as the digital space in the world's most populous nation also has a truly distinctive character.
"China is a very unique market," Sam Flemming, founder and president of CIC, the analytics firm, told delegates at the second annual Social Media Matters conference, which took place in Hong Kong...