2025日本網紅營銷研究報告（英文）-Totem.pdf

2025日本網紅營銷研究報告（英文）-Totem。Japan’s digital landscape is sophisticated, with high internet (83%) and mobile access. Consumers are digitally literate but cautious, with social commerce adoption lagging behind other Asian markets. In fluencer marketing focuses on branding and trust-building rather than conversion, aligning with Japan’s preference for quality and authenticity. LINE, YouTube, X and Instagram are key platforms, but livestream selling is less mainstream, with only 60% participating. Brands tend to rely on micro and mid-tier in fluencers, often through programmatic and display advertising. Cultural nuance and long-term trust are essential for marketing success in Japan.