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Published in:
2020 | OriginalPaper | Chapter
15. Considerations on Global Social Media Marketing
Author : Esther Curiel
Published in: Digital and Social Media Marketing
Publisher: Springer International Publishing
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Abstract
Social media marketing is a relatively new phenomenon, but one that is becoming increasingly relevant as part of today’s organizations’ marketing strategy. As such, the number of publications dealing with this subject has been growing steadily. A lot more research is needed, but there is already a good basis. However, one area that has not received much attention yet, either from the academic or the business worlds, is its application to international markets. From a business perspective, the situation is similar and many brands that have social media marketing strategies in their domestic market have not embraced it for their regional markets yet. This chapter attempts to (1) highlight the potential that lies within international social media marketing, (2) describe the challenges that organizations can find in its application, and (3) to provide some guidance on areas global marketers would need to consider before embarking on a successful social media strategy for their international markets.