This thesis reviews the essentials of consumers’behavioural change,especially focusing on the Chinese scenario.It first defines the consumer society and the concept of consumption,which in post-WWⅡ decades started to become a fundamental component of industrialized economies.The modernization process of societies contributed to life standard improvements,but it is with globalization that a transformation in markets and consumers’ acti’vity has been achieved.Furthermore,the switch from classical to neoclassical economy allows consumers to be essential actors in the economic process.The development of digital ecosystems and the consequent digitalisation of consumption is considered,therefore,the driving factor of consumers’behaviour reshaping.In order to boost future output,the majority of the companies are deciding to use social media as a tool for markets’ strategy.Particular attention is paid to the Chinese context where consumption and the volume of consumers led China to be the first consumerism-driven country in Asia.The second half of the research deepens our understanding with the help of a field-research conducted in Beijing,through a survey,about the Key Opinion Leader(KOL)phenomenon which is rising among young Chinese generations.The collected data not only demonstrate how the trend is growing,but it also outlines some possible future implications.