Social media marketing: Una nuova strategia marketing per la Cina

In recent years, the exponential growth of Internet technology within China, which has led to the rapid development of social media platforms and the application of E-commerce, the traditional business of advertising has gradually gone digital. Marketing through social media is progressively becoming a favored marketing method for brands, and because of the lower marketing costs and greater operability of this method, more and more brands are flocking to the wave of trend marketing. This paper investigates the relationship between social media marketing and E-commerce for China in recent years. Furthermore, given that online shopping has an important place in China, this study also examines how the COVID?19 outbreak has had an impact on Chinese consumer buying behavior. The research approach in this dissertation is a literature review and data analysis, where the data contains both qualitative data (e.g., interviews) and quantitative data (e.g., online questionnaires), thus, study the marketing characteristics and methods based on the establishment of a social media marketing model. The findings of this study support that social media marketing is a new marketing strategy in the Chinese market that affects a huge consumer base, revolutionizing the way people shop through innovative marketing methods such as live streaming, turning it into one of the mainstream consumption patterns and offering unparalleled opportunities. At the same time, during the crisis brought about by the epidemic, a fast economic recovery was maximized with the help of E-commerce and social media marketing.