Impact of social media influencers on purchasing in China 2023, by age group
Rakuten Insight in May 2023, about 91 percent of respondents aged between 35 and 44 years who had followed at least one influencer on social media said that they had purchased the products endorsed by the influencer. A large proportion of these respondents did so because they were convinced by the promotion from the influencer.
Influencer marketing has been quite effective in boosting brand awareness and generating sales. According to a Chinese consumer survey conducted by