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How to increase brand preference by using social media in China

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How to increase brand preference by using social media in China

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With most popular social networks from the West being blocked, it is essential for a marketer to have a clear view of the Social Media landscape in China. Unlike western Internet users the Chinese Internet users are very active in sharing their opinions on social networks, blogs and bulletin boards. Every day, several million Chinese talk about the brands with which they interact on the Internet. Marketers used to focus on getting consumers to buy their brand. Now the focus of marketers has changed to an approach where aftersales and repeat purchases are more important. Marketers extend the relationship with the consumer through acknowledgment, dialogue, incentivization, and activation. This results in consumers maintaining brand preference and becoming brand loyal. Loyal consumers are more likely to rebuy a brand and could also act as influencers to other consumers.

OrganisatieHogeschool Rotterdam
OpleidingCommunicatie Digitale Media
InstituutCMI
Lectoraat
Gepubliceerd in
Jaar2011
TypeBachelorscriptie
TaalEngels

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