Research Catalog

Title

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

Author

Trost, Elena,

Publication

• Berlin : LIT, 2013.
• ©2013

Items in the Library & Off-site

Details

Description

1 volume (various pagings) : illustrations; 22 cm.

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 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.

Series Statement

Internet economics ; 6

Uniform Title

Internet economics (Series) ; v. 6.

Subjects

• Bayerische Motoren Werke
• Internet marketing > BRIC countries
• Beiersdorf AG
• Social media > Economic aspects > BRIC countries
• Adidas AG
• Corporations, German > BRIC countries

Bibliography (note)

• Includes bibliographical references.

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.

ISBN

• 9783643902641 (pbk.)
• 3643902646 (pbk.)

LCCN

2013478723

Owning Institutions

Princeton University Library