When it comes to buying, trusted recommendations are key

Most Chinese consumers are willing to accept word-of-mouth recommendations when making purchases, according to a recent report by global marketing consultancy Accenture.

The report said China's social media platforms have brought great changes in the ways people shop. Many are now frequently buying products recommended by those they trust and which are shared on social media platforms.

Some 56 percent of consumers said products recommended on social media platforms by those they trust are important reference points when they want to buy, and 47 percent "highly agreed" that shopping has become a byproduct of their social lives.