Online identities in China vs the West – and implications for brands

Online identities in China are very different to those in the West – marketers should consider media consumption patterns, compartmentalised identities and individualism vs collectivism.

Chinese people are significantly more invested in their online identities than their Western counterparts, the latter’s Snapchat and Instagram fixations notwithstanding. Marketers in China, therefore, have an opportunity to harness this energy by...

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