With 420 million people now online, the Internet can make or break a brand in China, a new report released Monday said, as far more people use the web to help decide what to buy than in the west. Online buzz has the power to build up — or significantly damage — a brand very quickly, according to the report by Roland Berger Strategy Consultants.
Chinese people are sharing their opinions and experiences about brands by the millions on online bulletin board services and local social media channels such as Kaixin. Around 13 million consumer comments, for example, are published every month on automobile bulletin boards alone.
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