Is word-of-mouth more powerful in China?

Given the importance of family, relationships and social networks in the lives of the Chinese people, there is frequent speculation that WOM will have more influence on Chinese buyers. This can lead marketers to invest in more WOM-generation activities in China, at the expense of mass advertising.

News 9 years ago Professor Jenni Romaniuk

The sheer size and increasing wealth of the Chinese population makes China an attractive target market. There is no doubt that Chinese culture and history differs from the western world, but how do these differences translate into differences in Chinese buyer behaviour? And are there differences that should affect a brand’s growth strategy? This is a question we examine in How Brands Grow Part 2: Including Emerging Markets, Services and Durables, New Brands and Luxury Brands. Here I briefly discuss a topical area: word-of-mouth (WOM).