Research Catalog
Social media marketing in BRIC countries : examining case studies of BMW, Adidas and NIVEA
- 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
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1 Item
| Status | Format | Access | Call Number | Item Location |
|---|---|---|---|---|
| Text | Use in library | HF5415.1265 .T76 2013 | 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.
- Subject
- Bayerische Motoren Werke
- Adidas AG
- Beiersdorf AG
- BRICS
- Internet marketing > BRIC countries
- Corporations, German > BRIC countries
- Social media > Economic aspects > BRIC countries
- Corporations, German
- Internet marketing
- Social media > Economic aspects
- SOCIAL MEDIA
- INTERNET
- MARKETING
- HUMAN BEHAVIOUR
- NEWLY INDUSTRIALIZED COUNTRIES
- CASE STUDIES
- 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
- 3643902646
- LCCN
- 2013478723
- OCLC
- ocn858313391
- 858313391
- SCSB-1805815
- Owning Institutions
- Princeton University Library