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

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Advances in Digital Marketing and eCommerce (DMEC 2021)

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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.

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Authors and Affiliations

  1. DEMS, Department of Economics, Management and Statistics, University of Milano – Bicocca, Milan, Italy

    Federica Codignola

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  1. Federica Codignola
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Correspondence to Federica Codignola .

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Editors and Affiliations

  1. Department of Business Administration 1, University of Granada, Granada, Spain

    Francisco J. Martínez-López

  2. ESADE Business & Law School, Barcelona, Spain

    David López López

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Codignola, F. (2021). Selling Global Luxury Brands in China: The Use of Social Media Advertising. In: Martínez-López, F.J., López López, D. (eds) Advances in Digital Marketing and eCommerce. DMEC 2021. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-76520-0_27

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