Gartner Research

Digital Performance Insight: Beauty China — Influencers

Published: 21 March 2018

ID: G00369873

Analyst(s): L2 APAC Team

Summary

In China, the power of celebrities and key opinion leaders is so strong that brands cannot compete with peers on social engagement without them. But the most-followed celebrities do not guarantee above-average performance, making expensive bets on big stars a gamble.

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