Social Media Influencers' Effect on Chinese Gen Z Consumers

Abstract

The objective of this paper is to explore the relationships between different types of Chinese social media influences and their use of short videos, and how that content is managed influence Chinese Generation Z consumers. Effective use of social media is a way for SMEs and new ventures to level the playing field and compete with established enterprises; it is cost effective and can target a very specific consumer demographic. Data was collected by online surveys of Gen Z Chinese self-described heavy social media users. The results of this study may be of particular interest to entrepreneurs who tend to be early adopters and who can most benefit from strategic use of social media advertising to locate and reach their target customers more efficiently and more effectively.