Word of mouth (WOM) is a highly credible form of marketing information. However, because
it is difficult to study WOM in the face-to-face context, researchers have limited …

Identifying distinctive target segments is a fundamental challenge faced by international
marketers. This paper describes an approach to understanding consumer market structures in …

Research in international advertising has often taken a dichotomized approach, as
exemplified by the global standardization vs localization debate. It is assumed under the …

This paper reviews advertising studies on China published in 13 advertising, marketing,
and business journals during the decade after joining the World Trade Organization (WTO) (…

Celebrity endorsement is a salient executional strategy in china, where national celebrities
often endorse more than 20 brands. This paper adopts a relational perspective to examine …

… We propose that guanxi is positively related to channel and responsive capabilities (H 2a
and H 3a ), which in turn positively affect brand market performance (H 2b and H 3b ). To test …

This study investigates behavioral routes deployed by e-commerce influencers in product
promotion in China. By analyzing videos posted on Douyin (China’s version of TikTok), it …

This study examines the development of materialistic values from a historical generation
perspective. On a macro level, we examine critical societal events such as the Cultural …

This article compares how micro- and macroinfluencers promote audience likes, shares, and
brand sales in TikTok videos (Douyin in China). Using insights from the extant literature, the …

The present study reviews the methodologies used in cross-cultural advertising studies. We
examine published cross-cultural advertising studies in eighteen journals between 1980 …