Chinese consumers tend to turn themselves into brand representatives. So if companies abruptly terminate their partnerships with celebrities, shoppers feel betrayed by them.
Beijing's ongoing crackdown on celebrity and fan culture has seen brands searching for ambassadors who are less likely to attract controversy, such as subject matter experts, athletes, and mature influencers.
Because posts containing only a combination of hashtags can be quite meaningless.
Where are the cultural icons of tomorrow?
As China moves to outlaw ridiculous celebrity endorsement claims, brands will need to learn new marketing tactics.
Commercial Radio Hong Kong celebrated its 54th birthday at the Mira Hotel in Tsim Sha Tsui on 26 August with many of its DJ hosts, celebrities and staff dressing in green to support the "Low Carbon 30" green campaign theme. The event featured a sharkfin-free dinner menu and was broadcast live on 881903.com and the Hong Kong Toolbar online platform.
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