An introduction to digital engagement in China

James Keady

Journal of Digital & Social Media Marketing, 2014, vol. 1, issue 4, 349-364

Abstract: This paper focuses on the digital programme of the McLaren Automotive luxury car brand as the company extended its global strategy to a new region. It presents an introduction to the digital marketing ecosystem within China, with a focus on content marketing and social media while exploring the fundamentals of establishing brand presence in the region. It explains recent developments within China’s digital landscape and how these trends are shaping consumer engagement in China. Finally, the paper emphasises the importance of integrating digital strategy into the business model to maximise opportunity for brands entering new markets.

Keywords: China; digital; brand strategy; innovative marketing channels; social media; content marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2014
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