Avery Booker
Aug 27, 2019

Fake fans plague influencer endorsements in China

The best way to avoid collaboration failures is the simplest way: to for brands to do their homework and ask clear questions to their in-house staff or agencies.

Singer Lu Han

Since the advent of social media in China, and particularly in recent years as the numberand varietyof social platforms has exploded from simple microblogging to livestreaming and hybrid models, the scourge of “fake fans” has long muddied the waters for brands looking for the market’s next “it” face.

In a recent piece about fandom culture in China, SixthTone pointed out the flimsiness of data used to discern who and what is becoming...

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