Mattie Lee
Biographic Data
| ID | 6760925 |
|---|---|
| NAME | Mattie Lee |
| GIVEN NAMES | Mattie |
| FAMILY NAME | Lee |
| SIGNATURE | LEE M |
| AFFILIATIONS | American Heart Association |
| VERIFIED | No |
| TOTAL WORKS | 1 |
| TOTAL CITATIONS | 0 |
| WORKS AS AUTHOR | 1 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2024 |
| LATEST PUBLICATION YEAR | 2024 |
| H-INDEX | 0 |
What Makes an Influencer? Comparing U.S. and Chinese Millennial Perceptions of Brand Communication from the Most-Followed Influencers on TikTok and Douyin
Millennials have become the most sought-after generation for online brand communications, which have leveraged social media influencers (SMI) as spokespeople. As communication becomes more instantaneous and global, we examine how SMIs function in two different cultures: the United States and China. Specifically, we use mixed methods to examine the content, source, and user motivations from the top 5 most-followed SMIs on TikTok and Douyin, adding…
No prominent works on this page.
What Makes an Influencer? Comparing U.S. and Chinese Millennial Perceptions of Brand Communication from the Most-Followed Influencers on TikTok and Douyin
Millennials have become the most sought-after generation for online brand communications, which have leveraged social media influencers (SMI) as spokespeople. As communication becomes more instantaneous and global, we examine how SMIs function in two different cultures: the United States and China. Specifically, we use mixed methods to examine the content, source, and user motivations from the top 5 most-followed SMIs on TikTok and Douyin, adding…
Advertising (1 work) · Business (1 work) · Communication (1 work) · Communication (1 work) · Digital Marketing and Social Media (1 work) · Health communication (1 work) · Impact of Technology on Adolescents (1 work) · Influencer marketing (1 work) · Marketing (1 work) · Marketing management (1 work)