Digital dialogue shaped by culture and community
Culture, rather than just technology, is starting to shape online communication. As the world becomes more connected, brands and creators need to evolve their digital strategies to reflect how various communities connect, share, and establish trust across borders. This is readily seen in language, culture, and technological acceleration. The rise of social media Chinese platforms has brought an alternative version of this kind of commercial engagement between content, commerce, and community. These are interactive experiences like live streaming, short video, or social shopping to enable users to easily transition from discovering a new brand to purchasing. For brands, that means storytelling needs to be entertaining, but informative enough to maintain attention. A lot of communication in micro-blogging SMC systems also draws on a number of shared cues that are cultural. An image, timing, and tone typically say more than any lengthy explanation. These are the humors, symbols, and ...