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Academic Journal of Business & Management, 2023, 5(22); doi: 10.25236/AJBM.2023.052217.

Wanghong and the Wanghong Economy in China: A Systematic Review from a Cross-cultural Perspective


Kaiyi Hu

Corresponding Author:
Kaiyi Hu

Graduate School of Economics, Kyoto University, Kyoto, Japan


The Wanghong economy is deeply integrated into Chinese marketing, generating significant economic value as a prominent digital-era business model. Despite the abundant literature, there remains the absence of a systematic review that integrates current research findings and elucidates the differences between it and the well-known Western influencer marketing pattern. This study aims to address this gap by analyzing 106 studies from core Chinese journals. It provides an overview, identifies five key themes, then develops an integrative framework, and highlights differences between Chinese and Western pattern. Additionally, the study adopts a cross-cultural perspective, explaining these differences by incorporating regional economy, history, politics, and society.


China, Cultural comparison, Influencer marketing, Systematic literature review, Wanghong

Cite This Paper

Kaiyi Hu. Wanghong and the Wanghong Economy in China: A Systematic Review from a Cross-cultural Perspective. Academic Journal of Business & Management (2023) Vol. 5, Issue 22: 122-132. https://doi.org/10.25236/AJBM.2023.052217.


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