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Whats Driving Auto Buzz (English)
This document explores the significance of internet word of mouth (iwom) in the automotive sector of mainland China, analyzing over 15 million online discussion posts to understand consumer opinions and behaviors regarding various automobile brands and models. Key findings highlight the dominance of local brands like Chery in generating consumer buzz, alongside insights into the unique language and cultural practices of Chinese netizens related to automobiles. The study indicates that iwom serves as a critical resource for marketers, influencing consumer decisions and shaping brand perceptions in an increasingly digital landscape.
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