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Elena Trost

Social Media Marketing in BRIC Countries

Examining case studies of BMW, adidas and NIVEA

Reihe: Internet Economics / Internetökonomie, Band 6, 2013, broschiert, 144 Seiten

ISBN: 978-3-643-90264-1

The economic growth and increasing Internet access within BRIC (Brazil, Russia, India and China) 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 author shows that regular interaction with Internet users and 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. This study concludes that presently the full potential of social media has yet to be utilized within the BRIC countries, and that there is a unique opportunity to be realised by companies


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