As Internet-based e-commerce has grown rapidly, many companies have been focusing on Internet Celebrities(Wanghong) marketing in China. Wanghongs introduce product information in the process of communicating with their supporters, and their supporters who accepted the information are naturally converted to consumers and help sales growth of companies. This study focuses on marketing by Wanghongs (Internet celebrities) who have recently emerged as an influencer in Chinese e-commerce and aims to examine the tendencies of Wanghong marketing from the perspective of viral marketing.Wanghong marketing that persuade viewers and followers to become actual purchasers by developing activities in real-time broadcasting and blogs has been already highly recognized in Chinese marketing. In addition, Wanghong marketing can be a useful marketing tool for Korean companies that try to enter the Chinese online market. Thus, there is a strong need to continue to have an interest and studies on the Chinese consumption market even in the current stagnated trade relations with China. It is expected that this study will be used as baseline data on Wanghong marketing.
As Internet-based e-commerce has grown rapidly, many companies have been focusing on Internet Celebrities(Wanghong) marketing in China. Wanghongs introduce product information in the process of communicating with their supporters, and their supporters who accepted the information are naturally converted to consumers and help sales growth of companies. This study focuses on marketing by Wanghongs (Internet celebrities) who have recently emerged as an influencer in Chinese e-commerce and aims to examine the tendencies of Wanghong marketing from the perspective of viral marketing.Wanghong marketing that persuade viewers and followers to become actual purchasers by developing activities in real-time broadcasting and blogs has been already highly recognized in Chinese marketing. In addition, Wanghong marketing can be a useful marketing tool for Korean companies that try to enter the Chinese online market. Thus, there is a strong need to continue to have an interest and studies on the Chinese consumption market even in the current stagnated trade relations with China. It is expected that this study will be used as baseline data on Wanghong marketing.
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