Can I read Ethnic elements in Chinese cosmetic brands: An exploration of digital communication effects on the recognition of Chinese national identity on EtoBox?

Ethnic elements in Chinese cosmetic brands: An exploration of digital communication effects on the recognition of Chinese national identity by Yuquan Li; Jianxin Sun; Lin Zhu is a Social Sciences article available to read on EtoBox.

What is Ethnic elements in Chinese cosmetic brands: An exploration of digital communication effects on the recognition of Chinese national identity about?

With the growing consumption power of Generation Z and the accelerated development of digital technology in China, the market of domestic makeups is on the rise. Meanwhile, various digital platforms have become the main channel for the promotion of national beauty brands. Therefore, the dissemination of domestic cosmetics information on digital platforms remains a discussion that when social content includes Chinese ethnic elements, whether the audience’s recognition of Chinese national identity can be enhanced. Based on the Stimulus-Organism-Response (S-O-R) model, with brand familiarity and media richness as independent variables, knowledge of ethnic elements and cognitive cultural intelligence as moderators, as well as cultural perception as mediators, this study investigates digital communication effects on the recognition of Chinese national identity by exploring ethnic elements in different Chinese makeup brands. The research adopts an experimental method and find that: (1) media richness significantly affects audiences’ cultural perception, and cultural perception play a mediating role in the effect of media richness on Chinese national identity; (2) the knowledge of ethnic

Who reads Ethnic elements in Chinese cosmetic brands: An exploration of digital communication effects on the recognition of Chinese national identity?

Author

Yuquan Li; Jianxin Sun; Lin Zhu

Publisher

Elsevier BV

Published

2023

Language

EN

Field

Social Sciences