Titlebook: International Digital Marketing in China; Regional Characteris Lala Hu Book 2020 The Editor(s) (if applicable) and The Author(s), under exc

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Florentia Village, and?the results from a questionnaire on Chinese mobile shoppers. On this basis, it provides a conceptual framework and discusses the theoretical and managerial implications for international 978-3-030-38162-2978-3-030-38160-8

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Book 2020e book also presents?a real-world case study on a luxury retail firm operating in China,. Florentia Village, and?the results from a questionnaire on Chinese mobile shoppers. On this basis, it provides a conceptual framework and discusses the theoretical and managerial implications for international

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Chinese Digital and Mobile Platforms,ocus is devoted to e-commerce as online shopping represents a primary activity for Chinese users, who mostly purchase products through mobile commerce (m-commerce) platforms. Finally, among China’s digital ecosystem, mobile payments systems represent a key function both online and offline.

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The Mobile Customer Journey in China: Implications and Future Research Areas,and driving customer experience. Cultural heterogeneity and different levels of customer sophistication also impact marketing strategies of international firms and how?brands are perceived in China. Three areas for future research are suggested.

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Book 2020it begins with an analysis of China’s cultural characteristics and business environment, with a particular emphasis on the Chinese digital context. The book goes on to present original empirical studies and an investigation into recent challenges and opportunities for international firms in the fash

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ristics of Chinese culture and the Chinese business environm.This book examines key issues in international digital marketing in China from a theoretical and empirical perspective. Divided into two main parts, it begins with an analysis of China’s cultural characteristics and business environment, w

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