Cross Cultural Social Media Marketing
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Cross Cultural Social Media Marketing
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Author : Emi Moriuchi
language : en
Publisher: Emerald Group Publishing
Release Date : 2021-06-22
Cross Cultural Social Media Marketing written by Emi Moriuchi and has been published by Emerald Group Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-06-22 with Business & Economics categories.
To increase brand awareness, engagement and revenue, companies are acknowledging the importance of integrating social media marketing in their overall marketing strategy. This book consists of a step-by-step guide in using social media successfully in an ever-growing consumer market, domestically and internationally.
The Role Of Culture In Social Media Marketing A Systematic Literature Review
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Author : Nivedha Mahendran
language : en
Publisher: GRIN Verlag
Release Date : 2019-03-11
The Role Of Culture In Social Media Marketing A Systematic Literature Review written by Nivedha Mahendran and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-03-11 with Business & Economics categories.
Master's Thesis from the year 2018 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,7, University of Bamberg, language: English, abstract: This present master thesis examines the role of culture on “Social Media Marketing” being a form of modern marketing and a bundle of marketing-related activities using social media. With the help of a systematic literature review, answers are sought to the question as to which extent cultural differences influence the effectiveness of social media marketing. The main objective is to adequately present the state of research on the interdisciplinary topic and to identify research gaps. The findings from peer-reviewed journals ascribe an indispensable value to the cultural component and illuminate the topic from different contemporary relevant perspectives. The results indicate that social media marketing is generally covered from a cultural point of view. Moreover, the insights provide valuable knowledge from both consumers research perspective and from applied social media practices in multicultural settings. However, the findings also reveal extant research gaps in several directions that need to be addressed in the near future to provide theoretical approaches and scientifically proven evidence on successful utilization of social media marketing in multicultural settings. The fact that social media plays an extremely important component in the worldwide dynamic technology development is an irrefutable fact. Companies are forced to integrate social media in the most diverse areas in order to be lucrative in the long term, to save costs and to survive in competition. Typical fields of application include all departments that deal with external corporate communication, e.g. HR for recruiting and talent acquisition, PR for professionally maintaining a favorable public image or in the marketing department as revolutionary marketing and sales platforms. According to a new study, 69% of marketing employees stated that marketing activities on social media helped to increase important marketing indicators and strengthen customer and brand loyalty. Nevertheless, social media offer great opportunities, but also hold challenges. A major challenge is to choose the right medium which depends to a great extent on the target group.
International Communications Strategy
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Author : Silvia Cambié
language : en
Publisher: Kogan Page Publishers
Release Date : 2009-07-03
International Communications Strategy written by Silvia Cambié and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-07-03 with Business & Economics categories.
International Communications Strategy is about the cross-cultural challenges currently facing PR practitioners. Offshoring, globalisation and the rise of China and India have been triggering unprecedented change in the communication sector. New channels of global communications are also being opened up by social media tools, bringing different cultures across the world together instantaneously online. Understanding cross-cultural aspects of PR includes understanding the culture of different societies, online culture itself and cross-border uses of social media. Communication is seen less and less as an operational function. While in the past organizations seemed to need communication practitioners only for colourful brochures and press releases, you are now expected to provide strategic advice and help senior executives to engage effectively with stakeholders in various parts of the world. At the same time, you are required to be knowledgeable about social media and internet cultures and to be able to link on-line and off-line PR work successfully. By providing information on alternative approaches as well as containing cross-cultural case-studies and examples, the book will give you points of reference and ideas that you will be able to use every time you are asked to provide strategic communication guidance to senior management/clients.
Global Marketing And Advertising
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Author : Marieke de Mooij
language : en
Publisher: SAGE
Release Date : 2018-10
Global Marketing And Advertising written by Marieke de Mooij and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-10 with Business & Economics categories.
Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications. The author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the company′s mission statement, brand positioning strategy, and marketing communications strategy. It also demonstrates the centrality of value paradoxes to cross cultural marketing communications, and uses the Hofstede model to help readers see how their understanding of cultural relationships in one country/region can be extended to other countries/regions. Updates to the new edition include: Up-to-date research on new topics, including: culture and the media, culture and the Internet, and a more profound comparison of the different cultural models. More examples from major regions and countries from around the world Broader background theory on usage differences of new digital media and extensive coverage of consumer behaviour A range of online instructor resources complement the book, including chapter-specific PowerPoint slides, downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.
Handbook On Cross Cultural Marketing
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Author : Glen H. Brodowsky
language : en
Publisher: Edward Elgar Publishing
Release Date : 2020-09-25
Handbook On Cross Cultural Marketing written by Glen H. Brodowsky and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-09-25 with Business & Economics categories.
This Handbook suggests future directions for cross-cultural marketing research in a rapidly evolving global environment. It builds upon existing models and topics and addresses the methodological challenges of cross-cultural research and provides applied examples spanning various methodologies as well as industry sectors and country settings. In addition, contributors present new paradigms for future research.
Intercultural Communication Globalisation And Advertising
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Author : Sebastian Plappert
language : en
Publisher: GRIN Verlag
Release Date : 2010-07
Intercultural Communication Globalisation And Advertising written by Sebastian Plappert and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-07 with Advertising campaigns categories.
Essay from the year 2007 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: Distinction, Macquarie University, course: ICOM 821 Intercultural Communication, language: English, abstract: This paper argues that advertising standardisation is only possible when cultures overlap. For this reason, the term of culture has to be captured and defined, before globalisation and its effect on advertising is considered. Then, the paper will investigate how advertising communicates across cultures and point out chances and flaws of Hall's and especially Hofstede's approach. By reviewing localised and standardised advertising, finally, a hybrid advertising strategy will be suggested.
Handbook Of Cross Cultural Marketing
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Author : Erdener Kaynak
language : en
Publisher: Routledge
Release Date : 2014-04-08
Handbook Of Cross Cultural Marketing written by Erdener Kaynak and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-04-08 with Business & Economics categories.
Going global can be risky business if you don't divest yourself of your ethnocentric thinking. You have to take into consideration your new market's language, work schedules, tastes, lifestyle choices, and cultural associations, and this is the book to help you do that! Handbook of Cross-Cultural Marketing shows you how to sensitize your marketing approaches to the cultural norms and taboos of other societies, as well as the importance of demonstrating an interest in and appreciation of different cultures. Designed to assist both American and foreign companies, Handbook of Cross-Cultural Marketing shows you how to increase your chance at success in international markets. It identifies and explains ten important aspects of culture that are essential to cross-cultural marketing to help you understand how underlying cultural beliefs govern the way marketing functions in different societies. It also gives you specific steps for developing cultural adaptation strategies in international marketing. To further your understanding of global marketing and fundamental marketing concepts, this comprehensive book discusses: real life examples of company successes and failures abroad attitudes toward middlemen in underdeveloped countries the advantages of foreign trade shows locating and using representatives, agents, and/or distributors in foreign countries the reception of different American products in different countries potential cultural pitfalls of primary data collecting techniques the role of time in various cultures setting standards for product performance A useful text for students and practitioners alike, Handbook of Cross-Cultural Marketing gives you hands-on strategies and advice for delving into different markets, using techniques that are respectful of individual cultures, and avoiding unnecessary mistakes that can occur if you don't take the initiative to get to know the culture of your new marketplace. Your outlook and beliefs are not the global norm, so read this book to find out how you can be successful with customers who are different from you in terms of motivation, values, beliefs, and outlook.
Global Marketing And Advertising
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Author : Marieke de Mooij
language : en
Publisher: SAGE
Release Date : 2021-09-22
Global Marketing And Advertising written by Marieke de Mooij and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-09-22 with Business & Economics categories.
Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications. The author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the company′s mission statement, brand positioning strategy, and marketing communications strategy. It also demonstrates the centrality of value paradoxes to cross cultural marketing communications, and uses the Hofstede model or other cultural models to help readers see why strategies based on cultural relationships in one country cannot be extended to other countries without adjustments. Updates to the new edition include: Up-to-date research on new topics, including: culture and the media, culture and the Internet, and a more profound comparison of the different cultural models. Includes discussion of how Covid-19 has impacted globalization. More examples from major regions and countries from around the world. Broader background theory on how people use social media and extensive coverage of consumer behavior A range of online instructor resources complement the book, including downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.
Cross Cultural Marketing
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Author : Dawn Burton
language : en
Publisher: Routledge
Release Date : 2008-11-21
Cross Cultural Marketing written by Dawn Burton and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-11-21 with Business & Economics categories.
Cross-cultural marketing is an important element of the contemporary business environment. Many conventional accounts of the topic have conflated cross-cultural and cross-national marketing, but in this groundbreaking, new book, Burton argues that these generalizations have little meaning given the extent of multi-culturalism in many societies. Given the importance of new emerging markets in the Far East, Middle East, Asia and Latin America, this book raises important questions about the applicability of existing marketing theory and practice, which was originally developed using the model of Western society. An extensive range of cross-cultural marketing issues is addressed, including: Cross-cultural consumer behaviour Cross-cultural management practice Promotional strategies Product development Distribution Marketing research methods Cross-cultural Marketing offers a new, more complex and sophisticated approach to the important challenges for existing marketing theory and practice and their continued relevance for stakeholders. As such, it is an invaluable text for students of international and cross-cultural marketing, as well as for practitioners who wish to assess new developments in the field.
Social Media Marketing
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Author : Stephan Dahl
language : en
Publisher: SAGE
Release Date : 2021-03-31
Social Media Marketing written by Stephan Dahl and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-03-31 with Business & Economics categories.
Helping you make the connections between the theory and practice of social media marketing, this third edition of the popular text has been updated to include technological advances in practice such as AI and virtual marketing, alongside a brand-new chapter on the rise of influencer culture and marketing. Examples and case studies throughout help you to contextualise the text through popular brands and platforms such as Instagram, Dunkin Donuts, Amazon and also political marketing for social movements such as Extinction Rebellion. This text is essential reading for all marketing students, researchers and practitioners today.