2025亞洲網紅營銷研究報告（英文）-Totem.pdf

2025亞洲網紅營銷研究報告（英文）-Totem。Asia leads a fundamental shift in consumer behavior, with social commerce emerging as a key pathway - and core mode of marketing for brands. Within this social commerce ecosystem, influencers represent not just another marketing channel but are the connective tissue that bind the system together. Unlike Western markets constrained by traditional media and legacy shopping habits, most Asian markets have already embraced social commerce as a key pathway. Enthusiasm for social commerce and influencers is however mixed in Asia. While China leads and is followed by growth markets (such as India, Indonesia, Philippines), Japan is at the other end of the spectrum - and has very low enthusiasm for new digital routines (it is in many ways, less progressive than the US and EU). Social commerce's defining characteristic is its community-driven nature, where purchase decisions emerge from authentic, collaborative interactions rather than advertising interruption. Consumers increasingly seek genuine connections and peer validation throughout their purchase journey, fundamentally altering brand engagement strategies.