The internet has liberated people around the world. However, depending on cultural context, the way people engage with digital media differs. Westerners have a relatively “functional” relationship with the Web. In China, engagement is more emotional. Within the context of hierarchical and regimented societies, the Internet is a blank canvas of self-expression, a platform of release. In China, online and offline personae diverge, so digital transactions are antidotes to repressed desire. Marketers struggle to harness the emotional dark matter of the digital universe. “Who Am I: Western versus Chinese Online Identities,” a case-filled presentation that outlines fundamental principles of channeling latent ambitions of netizens, cracks the code of forging emotionally resonant brand advocacy.
Brand need to provide:
- A platform for emotional release and creative liberation;
- Social currency and peer endorsement