Essays about: "Yue Xiao"
Found 1 essay containing the words Yue Xiao.
1. Antecedents of Chinese millennial consumers' purchase intentions via following influencers' recommendations: the sports goods industryUniversity essay from Jönköping University/IHH, Företagsekonomi; Jönköping University/IHH, Företagsekonomi
Abstract : Background In recent years, with the rapid development of e-commerce in China, various online media and digital social platforms have attracted more users, and online marketing has gradually replaced traditional marketing strategies. The increasing frequency of online shopping by Chinese consumers, especially millennials, presents a huge opportunity for influencer marketing. READ MORE