Sources of product information for Chinese rural consumers
Qimei Chen and Yi HeShidler College of Business, University of Hawaii
Xinshu ZhaoSchool of Journalism and Mass Communication, University of North Carolina
David GriffithThe Eli Broad Graduate School of Management, Michigan State University
INTRODUCTION
The world has witnessed the Chinese economy evolve from a centrally planned to a market-driven scenario (Ji & McNeal 2001). Parallel to this evolution is the flourishing of China's advertising market, which is currently the ninth largest in the world with tremendous growth potential (Zhou et al. 2002). Some forecasts even...