Conceptualising Chinese adolescents’ social media use

Social media are considered important marketing tools for targeting young consumers in China. However, little is known about Chinese adolescents’ brand-related social media use. A review of the extant literature identified the strength of materialism as well as peer and parental influences on Chinese adolescents and revealed how social media use impacts consumers’ cognitive, affective and behavioural responses. Of these factors, materialism is particularly fascinating given that its importance to young Chinese consumers would seem to be at odds with China’s political ideology and collectivist cultural values. A framework for describing Chinese adolescents’ social media use and future research directions are proposed.