Social media in China: China's social initiators

Brands aiming to reach the 355 million users of Chinese social media need to understand its culture to effectively engage consumers.

Social media in China: China's social initiators

Chris Reitermann, Edward Bell and Cindy Gao


Chinese social media is a ‘brand heaven', where ‘Initiators’ have engaged enthusiastically with brands such as Lipton and Adidas

Like many things in China, the story surrounding the rise and rise of its social media culture has been dominated by numbers. China's population of social web users is 355 million, exceeding the US's total population and its social web user population of 223 million. Every week in China, there are 90 million people writing a blog, almost equalling the 97 million blogs coming from the...

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