Research on Social Media Advertising in China

This chapter focuses on the development of social media advertising in China, especially influencer marketing through social media posts. More specifically, this study examines how the personal traits of social media influencers, the characteristics of the content posted by them, the form of advertising, and the users' personal preferences influence the effectiveness of these influencers' advertising. Through this research study, the authors conclude that social media influencers in China act as great assets to advertising and in recent times have gained the attention from many brands. During COVID-19, social media usage increased dramatically and helped influencers increase their followership. In an ever-accelerated pace of this digital and social era, it is worthy for brands to rethink how to collaborate and partner with these influencers. It is also significant for influencers to think about how to maintain long-term relationships and garner meaningful interactions with their fans and fellow influencers.