Emerging masculinities in Chinese luxury social media marketing
Volume: 32, Issue: 3, Pages: 721 - 745
Published: Nov 20, 2019
Abstract
Purpose The purpose of this paper is to investigate masculinity in Chinese social media marketing for global luxury fashion brands through two studies. Design/methodology/approach Study 1 compares physical characteristics of males in visually oriented US (Instagram) and Chinese (Weibo) social media posts promoting global luxury fashion magazine brands (e.g. Vogue, Cosmopolitan, GQ and Esquire ). Study 2 examines the prevalence of and Chinese...
Paper Details
Title
Emerging masculinities in Chinese luxury social media marketing
Published Date
Nov 20, 2019
Volume
32
Issue
3
Pages
721 - 745
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