China has the world’s largest social-media consumers. It has a completely different operational protocol when it is compared to the west. It has an eclectic mix of formula that has been created in order to get a winning strategy. It is found that in China it does not have the globally acclaimed practices such as Facebook, Twitter or YouTube. However, the social media is growing at an exponential rate in China. The Chinese consumers are like other people of the world and the basic rules of engagement with the consumers are the same. Nevertheless, there is a difference in the political agenda. 300 million in China uses some form of Social media space. It is also found that the China’s online users are people who spend over 40% of their time in these portals. The technology for all the social media portals has been advanced. The use of the multimedia content in Twitter was considered to be a paradigm change. However, this was used 18 months prior in China. There is the Sina Weibo launched in 2009 (Tian and Slocum, 2016). This is similar to those offering of Facebook. Renren is a popular blogging space. Location-based player such as Jiepang appeared in 2010. Chinese consumers are more tech savvy and work with a number of local players to connect with the people. The people in general wary of the companies that post their marketing online. This is because many companies have been observed to regularly hire “artificial writers” to write something positive about their products. The companies in many cases do not adhere to the ethical protocols and these causes fear in the minds of the people. The social media sector is very fragmented. Owing to the companies, some companies do not adhere to the tenets of ethics causing the sector to be treated with hesitation.
The notion of “corporate social responsibility” is alluded to be Western concept that is gaining prominence in China. This is still viewed as a concept where the people assumed that it is a jargon which is used by the western companies to gain prominence in China. The people also used to assume that these practices did not reflect about their practice of ethics. However, this is changing in the current times. A rising number of companies try to publish their corporate social responsibility in the online mediums to show their commitments towards this agenda. The Shanghai and Shenzhen stock markets have been strong proponents for the people to adhere to the corporate social responsibility. There are a number of reports and publications that focus on the corporate social responsibility. Nevertheless, this is a nascent technology that needs to be developed. Being a new concept in spite of being a collectivistic society, there are many more intricate issues that the companies face. There is the balance that the companies take in order to ensure that there is ethics, and at the same time, they want to sustain in the competition. These multiple variables cause the people to be confused. In addition, this is not streamlined like it is in the western nations (Marquis and Qian, 2013). There are some obvious conundrums that need to be addressed. More research and analysis should be conducted in order for a streamlines process. This advent of the Internet has caused the people to view them with innate distrust. These are explained in the following.
There is a basic distrust that the people have towards the capitalistic notions. At the same time, there is also a strong movement by Chinese firms to ensure that they effective incorporate the CSR in to their operations. In the western nations, the idea of CSR is derived from the individual consumer. This is not the case in China. The state-owned enterprise is considered to be the major driving force in development of the CSR of the companies. In this schema, the people are mainly supported by the ideology of capitalism and wariness of the consumer companies is not fully understood. The notions of iron rooster play an integral role in this perception. This is explained in the following.