Investigating Chinese audience-consumer responses towards TV character-based fashion related social media content

Are Mass-Market Digital Strategies an Oxymoron in the Luxury Fashion Industry? An Insight from China

“…The brand related content may be written by famous luxury fashion bloggers, such as Mr Bags, Becky Li, Chrison, Dipsy, Fil Xiaobai and/or other influencers (Yang, 2018). Previous studies (Blazquez, 2014;Siddiqui et al, 2019;Vazquez et al, 2019) indicate that these opinion leaders play a vital role within purchase decision-making, as well as creating trust between the consumer and the luxury fashion brands. On average, posts by key opinion leaders receive four times more views than content posted by official brand accounts, a reason for this could be that these key opinion leaders are seen as 'friends', everyday people, who have managed to gain a high following, yet remain the person from next door (Flora, 2017;Chen, 2018b;Liu et al 2019).…”