How Social Media Affects Chinese Buying Decisions.

From CIC, we can track the buying process Chinese netizens progress through before the buying decision is made.

Tracking the decision process for purchasing a netbook, we can see how the initial inquiry arises, and how a Brand is selected from the buzz. Netizens value collective opinion first, and then look to popular advocates second to confirm their decisions. Afterwards, netizens refer back online for maintenace and upkeep of their new purchase.

The relationship between products and the web is quite clear, while TV, newspaper and magazines may create awareness for Brands, its the web that creates engagement through social community from everything to popular opinions, review, recommendations and upkeep information.

This opens up new avenues of strategy for brands such as creating presence on BBS and forums where products are discussed, in addition to working with blogger advocates to help promotion of products.