As the power of traditional celebrity endorsement declines, influencer marketing in China has come to the fore. There is no one-size-fits-all approach to influencer marketing in China and brands must choose an appropriate endorsement strategy that considers...
What we know about influencers in China
This article summarises the insights from a series of key papers about influencers in China who have a huge market which requires an effective strategic approach, bespoke content and local considerations to build consumer loyalty and access hard-to-reach consumers.
