BATH, United Kingdom: Chinese people are increasingly using TikTok’s sister app as a way to complain about products and are finding it a powerful asset., has become influential in offering Chinese people a way of putting consumer pressure on companies.
Over half of our interviewees believed that speaking out about unsatisfactory consumer experiences through media, especially social media, was the only way to protest against corporations. For instance, Liu observed that: Many of our interviewees highlighted that for the older generation, posting short videos on Douyin is a better way to express dissatisfaction than microblogging sites because the process is straightforward. For instance, Bing, an interviewee, said: “My parents know nothing about the Internet, but they are able to record a short video with their phones and post it online.
Between 1994 and 2003, mainland China was the world’s fastest-growing consumer market, and the buying power of Chinese consumers progressively increased. Corresponding laws and regulations to protect consumers began to be introduced by the government. Tan, a graduate student, argued that protesting online is more effective than doing it offline as the consumers’ stories can be seen by other consumers and the company in question: “Once your story is successfully spread on the platform, the company that violates your rights will notice you, and they will resolve your problem as soon as they can to protect their brand image.”
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