Emerging masculinities in Chinese luxury social media marketing

  title={Emerging masculinities in Chinese luxury social media marketing},
  author={Jiani Jiang and Bruce A. Huhmann and Michael R. Hyman},
  journal={Asia Pacific Journal of Marketing and Logistics},
The purpose of this paper is to investigate masculinity in Chinese social media marketing for global luxury fashion brands through two studies.,Study 1 compares physical characteristics of males in visually oriented US (Instagram) and Chinese (Weibo) social media posts promoting global luxury fashion magazine brands (e.g. Vogue, Cosmopolitan, GQ and Esquire). Study 2 examines the prevalence of and Chinese consumers’ responses (reposts, comments and likes) to different masculinities depicted in… 
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