Abstract
Influencer marketing is a rapidly growing industry in China, where multi-channel network (MCN) enterprises play a vital role in managing and monetizing influencers. This paper explores the development and challenges of MCN enterprises in China’s influencer marketing industry, using a qualitative research approach (focus group discussions) based on interviews with Chinese influencers, employees of MCNs, and employees of video platforms. The paper finds that MCNs in China face various challenges, such as fierce competition, low-quality content, and ethical dilemmas. However, the paper also acknowledges that MCNs provide some technical and human resources support for influencers’ content creation and facilitate better matching between advertisers and content creators. At last, this paper suggests that MCNs need to adopt more innovative and sustainable practices to cope with the changing market and social demands. Moreover, to better manage the influencer marketing industry in China, a more comprehensive regulatory system needs to be established, which requires not only the guarantee of the rights of the public authorities but also the self-monitoring of the user community.
Author Information
Xunyu Wang, Komazawa University, Japan
Paper Information
Conference: MediAsia2023
Stream: Advertising
This paper is part of the MediAsia2023 Conference Proceedings (View)
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To cite this article:
Wang X. (2023) The Development and Challenges of Multi-Channel Network in China’s Influencer Marketing Industry ISSN: 2186-5906 – The Asian Conference on Media, Communication & Film 2023: Official Conference Proceedings https://doi.org/10.22492/issn.2186-5906.2023.6
To link to this article: https://doi.org/10.22492/issn.2186-5906.2023.6
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