The Economics of Influence in China’s Digital Marketing

Fan Feng and Lingling Zhang vividly describe China’s unique system of influencer and livestream marketing, noting which characteristics and practices are distinct to China and which could be applied globally.

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Publication Details

Journal
Management and business review.
Published
2026-08-28
DOI
https://doi.org/10.1177/2694104x261479013
Primary Topic
Digital Marketing and Social Media
Type
article
Field-Weighted Citation Impact
0.00
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article

The Economics of Influence in China’s Digital Marketing

Fan Feng, Lingling Zhang
Management and business review.
Digital Marketing and Social Media
article

The Economics of Influence in China’s Digital Marketing

Fan Feng, Lingling Zhang
article en

Abstract

Fan Feng and Lingling Zhang vividly describe China’s unique system of influencer and livestream marketing, noting which characteristics and practices are distinct to China and which could be applied globally.

Management and business review.Vol. 6(2-3)
China Europe International Business School (CN)
Openalex Percentile: Top 4%
Digital Marketing and Social Media
DOISourceOpenAlex
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The Economics of Influence in China’s Digital Marketing — Fan Feng, Lingling Zhang · Management and business review. (2026) | TGRS Research Map | TGRS