Leading reasons of being convinced by recommendation-based marketing in China 2022
"Zhongcao", a popular Chinese term meaning "planting grass" originally, describes the effect of recommendation-based marketing strategy as "to plant a seed in one's mind". It is commonly used to promote fashion, cosmetics, and food products in China. According to a survey conducted in March 2022, over two thirds of respondents stated that they had purchased the endorsed products because they wanted to follow the same style of the key opinion leaders (KOLs).