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Social media marketing in BRIC countries : examining case studies of BMW, Adidas and NIVEA

Author: Elena Trost
Publisher: Berlin : LIT, 2013. ©2013
Series: Internet economics (Series), v. 6.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
The economic growth and increasing Internet access within the countries of Brazil, Russia, India, and China (BRIC) is opening new opportunities for companies to reach wider audiences. This study examines these opportunities and assesses how global companies are capitalizing on these emerging markets - in particular, the degree to which digital marketing and social CRM through social networks are being used. For the  Read more...
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Document Type: Book
All Authors / Contributors: Elena Trost
ISBN: 9783643902641 3643902646
OCLC Number: 858313391
Description: 1 volume (various pagings) : illustrations ; 22 cm.
Contents: Introduction : An overview of digital social media in BRIC countries --
Digital social media --
BRIC : social media beyond "the big four" --
Empirical investigation --
The cases of BMW, adidas and NIVEA in SNS of the BRIC countries --
Conclusion : The inevitability to operate in social networks --
Future perspectives.
Series Title: Internet economics (Series), v. 6.
Responsibility: Elena Trost.

Abstract:

The economic growth and increasing Internet access within the countries of Brazil, Russia, India, and China (BRIC) is opening new opportunities for companies to reach wider audiences. This study examines these opportunities and assesses how global companies are capitalizing on these emerging markets - in particular, the degree to which digital marketing and social CRM through social networks are being used. For the purposes of this analysis, three German brands are examined in detail - BMW, Adidas, and NIVEA. The book shows that the regular interaction with Internet users and the monitoring of social networks can result in companies experiencing an uplift in both public perception and engagement. Another aspect addressed is the cultural variance that needs to be taken into account when planning social media activities. The book concludes that the full potential of social media has yet to be utilized within the BRIC countries, and that there is a unique opportunity to be realized by companies. -- Provided by publisher.

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