Cross-cultural implications in luxury brands social media advertising in China: a conceptual overview

The growing market for luxury brands in China, presents a significant opportunity for the industry’s firms willing to operate in the country. However, this comes with challenges, including a need for effective social media advertising strategies that must deal with cultural peculiarities. The purpose of this qualitative study is to identify key conceptual factors connected to the Chinese cultural context that luxury brands should consider in order to effectively advertise through social media in China. These factors are identified throughout the observation of selected cross-cultural theories. The aim is to understand the role of the cross-cultural theory in the effort to develop effective social media advertising strategies for luxury brands in China.