Influencer marketing has been quite effective in boosting brand awareness and generating sales. According to a Chinese consumer survey conducted by Rakuten Insight in May 2023, a majority of respondents who had followed social media influencers said that they had bought products recommended by influencers. Endorsed clothing items were one of the most popular product types among such respondents, with about 60 percent of female and 57 percent of male respondents having made a purchase.
Impact of influencer endorsements on buying in China as of May 2023, by gender and product type
Original survey question:
What type of product have you purchased because it was endorsed by an influencer? (multiple answers allowed)
The question was asked among 3,653 female and 2,380 male respondents who had followed at least one influencer on social media and had purchased the items promoted by the influencer.
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Rakuten Insight. (June 15, 2023). Impact of influencer endorsements on buying in China as of May 2023, by gender and product type [Graph]. In Statista. Retrieved December 18, 2024, from https://www.statista.com/statistics/1201720/china-influencer-endorsements-effect-on-purchases-by-gender-and-product-type/
Rakuten Insight. "Impact of influencer endorsements on buying in China as of May 2023, by gender and product type." Chart. June 15, 2023. Statista. Accessed December 18, 2024. https://www.statista.com/statistics/1201720/china-influencer-endorsements-effect-on-purchases-by-gender-and-product-type/
Rakuten Insight. (2023). Impact of influencer endorsements on buying in China as of May 2023, by gender and product type. Statista. Statista Inc.. Accessed: December 18, 2024. https://www.statista.com/statistics/1201720/china-influencer-endorsements-effect-on-purchases-by-gender-and-product-type/
Rakuten Insight. "Impact of Influencer Endorsements on Buying in China as of May 2023, by Gender and Product Type." Statista, Statista Inc., 15 Jun 2023, https://www.statista.com/statistics/1201720/china-influencer-endorsements-effect-on-purchases-by-gender-and-product-type/
Rakuten Insight, Impact of influencer endorsements on buying in China as of May 2023, by gender and product type Statista, https://www.statista.com/statistics/1201720/china-influencer-endorsements-effect-on-purchases-by-gender-and-product-type/ (last visited December 18, 2024)
Impact of influencer endorsements on buying in China as of May 2023, by gender and product type [Graph], Rakuten Insight, June 15, 2023. [Online]. Available: https://www.statista.com/statistics/1201720/china-influencer-endorsements-effect-on-purchases-by-gender-and-product-type/
