Cross-Cultural Social Media Marketing

Bridging Across Cultural Differences

Emi Moriuchi

Emerald

This book can be opened with

Hardback

9781838671761

22 June 2021

$64.99

eBook (PDF)

9781838671754

22 June 2021

$62.99

eBook (ePub)

9781838671778

22 June 2021

$62.99

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Description
Contents
About

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.

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

Emi Moriuchi is an Assistant Professor of Marketing in the Saunders College of Business at Rochester Institute of Technology. Moriuchi received her PhD in Business and Management (Marketing) from the University of Manchester, United Kingdom.