Digital media are relevant touch points that contribute to shape the customer journey and allow consumers to engage more with firms. In particular, they play a primary role in the largest web-user base in the world, China. Internet also represents an increasing channel for Chinese consumers to purchase any type of products, including foreign brands. In this market, the main Internet access point is represented by mobile phones. This has led firms to substantially increase their expenditure in mobile advertising and e-commerce platforms’ implementation. This article aims at contributing to the recent marketing literature that conceptualize customer experience as a dynamic process by analyzing the customer journey in China related to foreign brands. A mixed method approach is adopted, consisting of focus groups and a preliminary questionnaire. Results show that digital media play a main role in the consumer journey of Chinese consumers, as information tool and increasing purchase channel.
Hu, L., Consumer Experience of Foreign Products in China: The Role of Digital Media, in Proceedings EMAC 2018, European Marketing Academy, (Glasgow, Scotland, United Kingdom, 29-May 01-June 2018), EMAC - European Marketing Academy, Glasgow, Scotland, United Kingdom 2018: N/A-N/A [http://hdl.handle.net/10807/134264]
Consumer Experience of Foreign Products in China: The Role of Digital Media
Hu, Lala
2018
Abstract
Digital media are relevant touch points that contribute to shape the customer journey and allow consumers to engage more with firms. In particular, they play a primary role in the largest web-user base in the world, China. Internet also represents an increasing channel for Chinese consumers to purchase any type of products, including foreign brands. In this market, the main Internet access point is represented by mobile phones. This has led firms to substantially increase their expenditure in mobile advertising and e-commerce platforms’ implementation. This article aims at contributing to the recent marketing literature that conceptualize customer experience as a dynamic process by analyzing the customer journey in China related to foreign brands. A mixed method approach is adopted, consisting of focus groups and a preliminary questionnaire. Results show that digital media play a main role in the consumer journey of Chinese consumers, as information tool and increasing purchase channel.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.