This book is the second of a two-volume set that presents a contemporary analysis of Chinese digital platforms through an intercultural and interdisciplinary lens, highlighting the complex nature of the online ecosystem.

The book provides an overview of the complex forces shaping the Chinese cyber-landscape and their global digital implications, drawing on cross-cultural insights and spanning a range of academic disciplines. The intercultural section explores the cross-cultural potential of Chinese social media, addressing intriguing questions such as why and how international influencers maintain a presence on Chinese social media platforms, examining their motivations and communication strategies. The interdisciplinary section studies the intersections of Chinese digital platforms with sociological studies, linguistic analysis and artificial intelligence.

This volume is a valuable resource for academics and students in media and communication studies, as well as social media researchers, China studies enthusiasts, industry professionals and anyone seeking a deeper understanding of Chinese social media dynamics.

About the Author

Xiaying Xu is associate head of department and associate professor in the Department of Communication at Beijing Normal University-Hong Kong Baptist University United International College. His research interests focus on China's creative industries and social media.

Mengmeng Zhao is an independent corporate communication educator and researcher, specialising in public relations, corporate branding, sustainability and ESG. She teaches public relations and communication research part time at the Chinese University of Hong Kong and is also a social media content creator, with around 100,000 followers on various platforms. She has also translated seven bestselling books on branding and marketing.

May Ying Wang is an associate professor in the Faculty of Business and Management at Beijing Normal University-Hong Kong Baptist University United International College. Her research interests include big data in e-commerce, fintech, recommendation agents and human-computer interaction.

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