World Advertising Research Center forecasts that internet advertising will overtake on TV advertising in 2016. The internet will become the largest advertising platform. The form of advertising is continually changing as time changes and technological progress, but the essence of advertising which widely inform information needs have never changed. With declining of advertising credibility, more and more young people prefer to get product information from friends or virtual friends online. Providing a good opportunity for enterprises to employ e-WOM when they making the marketing strategy.
Prior to the initiation of new marketing activities, the majority of companies make great efforts to figure out a means of collecting all-round information on overseas target markets and global consumers for the purpose of strengthening competitiveness and then further increasing market share and enterprise benefits. The concept of customer equity has been introduced as a tool to continuously secure customers and create profits in the future.
Globalization trends have attached great importance to altering the structure of the fashion industry. In particular, with expectation of conducting innovative marketing, companies engaged in SPA brands are gradually developed into global companies. Furthermore, corporate profitability is very sensitive to consumers’ attitudinal changes due to the short trend cycle of SPA brands. Most of our behaviors are predicated on the attitudes and behaviors of the others. The influence of loyal customers may turn potential customers into loyal customer owing to high customer equity. That is to say, companies may obtain more profits through higher customer equity. The study aims to explore the relationships among social influence, social learning, e-WOM and customer equity.
The results of the study can be summarized as follows.
First, the study elaborates on the relationships among social influence, social learning, e-WOM and customer equity.
Second, by comparing the economic and cultural differences between South Korea and China, the study found the social influence has a positive influence on customer equity in different ways between the two countries.

• Honglei Liu(Dalian University of Foreign Languages, China)
• Kyung Hoon Kim(Changwon National University, Republic of Korea)
• Sang Jin Kim(Changwon National University, Republic of Korea)
• Huanzhang Wang(Changwon National University, Republic of Korea)