IDEAS home Printed from https://ideas.repec.org/h/spr/prbchp/978-3-030-76520-0_27.html
   My bibliography  Save this book chapter

Selling Global Luxury Brands in China: The Use of Social Media Advertising

In: Advances in Digital Marketing and eCommerce

Author

Listed:
  • Federica Codignola

    (University of Milano – Bicocca)

Abstract

This study shows that in order to develop their social media advertising strategies and obtain optimal results, global luxury brands that wish to enter the Chinese market, must consider a number of Chinese cultural peculiarities. Several studies have already used the cross-cultural theoretical framework for the purpose of identifying some effective luxury brands’ marketing and communication strategies. This research recognizes specific features that can be used to create targeted and successful social media advertising approaches. As the majority of Chinese luxury consumers are Millennials and Gen Z, brands are even more challenged. In fact, these segments show preference for digital communication tools, media, and channels, with social media advertising representing the most valuable strategy. Global luxury brands that seek to profitably use social media adverting, besides taking into account specific Chinese cultural-related features and contexts, must also identify, understand, and learn how to employ any useful stratagem emerging from innovation in digital communication. This would allow brands to compete in the global marketplace while increasing their growth rate thanks to updated and effective social media advertising strategies.

Suggested Citation

  • Federica Codignola, 2021. "Selling Global Luxury Brands in China: The Use of Social Media Advertising," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & David López López (ed.), Advances in Digital Marketing and eCommerce, pages 255-262, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-76520-0_27
    DOI: 10.1007/978-3-030-76520-0_27
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:prbchp:978-3-030-76520-0_27. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.