Anne Costello
Nov 28, 2016

Emotion the key for marketers on Chinese social media

Consumers in China are more interested in finding a personal connection than being talked at about price.

Anne Costello

Most brands seem to be doing social wrong in China. Less than 2 percent of the country’s social-media users share offers from brands on their social networks. With social-media spending set to hit new records this year, brands and marketers need to adjust how they engage with Chinese consumers. The secret to doing so Aim for the heart.

Discounts and promotions may no longer resonate with China’s social-media generationbut emotional and personal connections do....

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