Cross-cultural social media marketing : bridging across cultural differences

To increase brand awareness, engagement and revenue, companies are acknowledging the importance of integrating social media marketing in their overall marketing strategy. Social media marketing complements a brand or company's current marketing strategy as it aids in amplifying a company's...

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Bibliographic Details
Main Author: Moriuchi, Emi, (Author)
Format: eBook
Language: English
Published: Bingley, U.K. : Emerald Publishing Limited, [2021]
Series: Emerald points.
Subjects:
Internet marketing > Cross-cultural studies.
Social media > Cross-cultural studies.
Business & Economics > E-Commerce / Digital Marketing.
Social networking.
elektronické knihy
electronic books
ISBN: 9781838671778
Physical Description: 1 online resource (160 pages).

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Table of contents

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020 |a 9781838671778  |q (e-book) 
040 |a UtOrBLW  |b eng  |e rda  |c UtOrBLW 
080 |a 658.8 
100 1 |a Moriuchi, Emi,  |e author. 
245 1 0 |a Cross-cultural social media marketing :  |b bridging across cultural differences /  |c Emi Moriuchi. 
264 1 |a Bingley, U.K. :  |b Emerald Publishing Limited,  |c [2021] 
264 4 |c ©2021 
300 |a 1 online resource (160 pages). 
336 |a text  |b txt  |2 rdacontent 
337 |a computer  |b c  |2 rdamedia 
338 |a online resource  |b cr  |2 rdacarrier 
490 1 |a Emerald points 
500 |a Includes index. 
504 |a Includes bibliographical references. 
505 0 |a chapter 1. An introduction to social media -- chapter 2. Social media as communication channels -- chapter 3. Inbound marketing and analytics -- chapter 4. Engagement levels in social media -- chapter 5. Influencer marketing -- chapter 6. Cultures and its impact on social media usage -- chapter 7. Cross-cultural social media marketing strategy -- chapter 8. The role of technology in social media. 
520 |a To increase brand awareness, engagement and revenue, companies are acknowledging the importance of integrating social media marketing in their overall marketing strategy. Social media marketing complements a brand or company's current marketing strategy as it aids in amplifying a company's brand voice and presence. This book consists of a step-by-step guide in using social media successfully in an ever-growing consumer market, domestically and internationally. Marketers must be strategic in how they utilize these platforms by first understanding their consumers, while at the same time, meeting their business goals and objectives. Case studies on companies that use social media and advanced technologies to increase their brand awareness, engagement and conversion are discussed in this book. As businesses globalize, many marketers are struggling to establish a presence outside of the United States. Thus, this book also discusses the cultural differences in each country and how these differences matter when considering the usage of each of the social media platforms in certain countries. In this new work, digital marketing expert Emi Moriuchi educates business owners, marketing practitioners, students, as well as marketing researchers in understanding the usage of social media strategy . Containing both evergreen content as well as trending knowledge in the consumer market, this is a must-read for understanding social media marketing for domestic and international market. 
588 0 |a Print version record. 
650 0 |a Internet marketing  |v Cross-cultural studies. 
650 0 |a Social media  |v Cross-cultural studies. 
650 7 |a Business & Economics  |x E-Commerce / Digital Marketing.  |2 bisacsh 
650 7 |a Social networking.  |2 bicssc 
655 7 |a elektronické knihy  |7 fd186907  |2 czenas 
655 9 |a electronic books  |2 eczenas 
776 0 8 |i Print version:  |z 9781838671761 
776 0 8 |i PDF version:  |z 9781838671754 
830 0 |a Emerald points. 
856 4 0 |u https://proxy.k.utb.cz/login?url=https://doi.org/10.1108/9781838671754  |y Full text 

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