12. Constructing the Consumer in the Digital Culture: American Brands and China’s Generation Z

This chapter presents case studies to examine how American companies consolidate their foothold in China through brand building among the younger generation, deploying mobile marketing strategies and popular culture appeals such as influencer power, digital reward programs, and promotion campaigns highlighting authentic, unique experiences. Specifically, it analyzes the strategies of KFC China and Airbnb China, representing pioneer transnational companies and latecomers to the country, respectively. It illustrates their varied marketing approaches to build brand loyalty among smartphone-guided young consumers, seeking to cultivate their identities and follow new trends simultaneously. This chapter discusses how global trends of consumer culture and consumption practices are mediated by emerging social media communities and national political and socioeconomic factors.