Original survey question:
Why did you make the purchase of the item or product which was endorsed by the influencer?
The question was asked among the respondents who had followed at least one influencer on social media and had purchased the items promoted by the influencer.
Figures might not sum up to 100 percent due to rounding up.
Citation formats
Main reasons for buying a product endorsed by influencers in China 2023
Influencer marketing has been quite effective in boosting brand awareness and generating sales. According to a Chinese consumer survey conducted by in May 2023, a majority of respondents who had followed at least one influencer on social media said that they had purchased the products endorsed by the influencer. About ** percent of these respondents did so because they were convinced by the promotion from the influencer. The result showed that there was no major gender difference in this regard.
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Rakuten Insight. (June 15, 2023). Major reasons for purchasing a product endorsed by influencers in China as of May 2023 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved August 03, 2026, from /statistics/1201539/china-reasons-for-buying-a-product-endorsed-by-influencers/
Rakuten Insight. "Major reasons for purchasing a product endorsed by influencers in China as of May 2023." Chart. June 15, 2023. ÌÇÐÄÆƽâ°æ. Accessed August 03, 2026. /statistics/1201539/china-reasons-for-buying-a-product-endorsed-by-influencers/
Rakuten Insight. (2023). Major reasons for purchasing a product endorsed by influencers in China as of May 2023. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 03, 2026. /statistics/1201539/china-reasons-for-buying-a-product-endorsed-by-influencers/
Rakuten Insight. "Major Reasons for Purchasing a Product Endorsed by Influencers in China as of May 2023." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 15 Jun 2023, /statistics/1201539/china-reasons-for-buying-a-product-endorsed-by-influencers/
Rakuten Insight, Major reasons for purchasing a product endorsed by influencers in China as of May 2023 ÌÇÐÄÆƽâ°æ, /statistics/1201539/china-reasons-for-buying-a-product-endorsed-by-influencers/ (last visited August 03, 2026)
Major reasons for purchasing a product endorsed by influencers in China as of May 2023 [Graph], Rakuten Insight, June 15, 2023. [Online]. Available: /statistics/1201539/china-reasons-for-buying-a-product-endorsed-by-influencers/
