Social media marketing in BRIC countries: examining case studies of BMW, Adidas and Nivea
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | German |
| Veröffentlicht: |
Wien [u.a.]
LIT
2013
|
| Schriftenreihe: | Internet economics ; 6
6 |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Literaturangaben |
| Beschreibung: | IX, 63 S., S. LXV - CXXVI Ill., graph. Darst., Kt. 21 cm |
| ISBN: | 9783643902641 3643902646 |
Internformat
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Datensatz im Suchindex
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| adam_text |
V
TABLE
OF CONTENTS
I. TABLE OF CONTENTS
I. TABLE OF CONTENTS V
II. LIST OF FIGURES VII
III. LISTOFTABLES IX
IV. LIST OF ABBREVIATIONS IX
1 INTRODUCTION: AN OVERVIEW OF DIGITAL SOCIAL MEDIA IN BRIC COUNTRIES 7
2 DIGITAL SOCIAL MEDIA 11
2.1 THE INTERNET, WEB 2.0, SOCIAL MEDIA AND SOCIAL NETWORKS 12
2.2 STRUCTURAL HOLES 14
2.3 THE SMALL-WORLD PROBLEM 15
2.4 THE STRENGTH OF WEAK TIES 16
2.5 THE DEVELOPMENT OF SOCIAL MEDIA MARKETING 17
2.6 TRADITIONAL MEDIA VS. SOCIAL MEDIA MARKETING 20
3 BRIC * SOCIAL MEDIA BEYOND "THE BIG FOUR" 23
3.1 THE DEVELOPMENT OF EMERGING MARKETS 24
3.2 OUTLOOK 26
3.3 THE GROWING IMPORTANCE OF SOCIAL MEDIA IN BRIC COUNTRIES 29
3.4 THE MAIN SOCIAL NETWORK SITES IN BRIC COUNTRIES 31
3.4.1 FACEBOOKAND ORKUT 31
3.4.2 VKONTAKTE 34
3.4.3 SINA WEIBO, RENREN AND KAIXINOOL 34
4 EMPIRICAL INVESTIGATION 37
4.1 BMW, ADIDAS AND NIVEA 37
4.2 METHODOLOGICAL APPROACH 38
4.2.1 EXPERT INTERVIEWS 39
HTTP://D-NB.INFO/1044841400
VI
4.2.2 QUANTITATIVE ANALYSIS OF COMPANIES' ENGAGEMENT IN SOCIAL NETWORKS
40
4.2.3 USER SURVEY 40
5 THE CASES OF BMW, ADIDAS AND NIVEA IN SNS OF THE BRIC COUNTRIES 43
5.1 DIGITAL SOCIAL NETWORKS AS IMPORTANT STIMULI FOR INFORMATION 43
5.2 THE PRESENCE OF BMW, ADIDAS AND NIVEA IN SNS OF THE BRIC COUNTRIES
44
5.3 SOCIAL MEDIA MARKETING AS A NEW FOCUS FOR BMW, ADIDAS AND NIVEA 52
5.4 BEST PRACTICE SUGGESTIONS FOR BMW, ADIDAS AND NIVEA 56
6 CONCLUSION: THE INEVITABILITY TO OPERATE IN SOCIAL NETWORKS 61
7 FUTURE PERSPECTIVES 63
V. REFERENCES LXV
VI. APPENDIX LXXI
VII. LIST OF INTERVIEW PARTNERS LXXI
VIII. INTERVIEW GUIDELINE LXXIII
IX. INTERVIEW I IXXV
X. INTERVIEW II LXXXI
XI. INTERVIEW III LXXXVII
XII. INTERVIEW IV XCIII
XIII. INTERVIEW V CI
XIV. INTERVIEW VI CVII
XV. RESULTS OF THE QUANTITATIVE ANALYSIS - BMW CXI
XVI. RESULTS OF THE QUANTITATIVE ANALYSIS - ADIDAS CXVII
XVII. RESULTS OF THE QUANTITATIVE ANALYSIS - NIVEA CXXI
XVIII. USER SURVEY CXXV |
| any_adam_object | 1 |
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| author_facet | Trost, Elena |
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| dewey-sort | 3658.872091724 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Book |
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| indexdate | 2025-01-10T07:00:21Z |
| institution | BVB |
| isbn | 9783643902641 3643902646 |
| language | German |
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| series | Internet economics ; 6 |
| series2 | Internet economics |
| spelling | Trost, Elena Verfasser aut Social media marketing in BRIC countries examining case studies of BMW, Adidas and Nivea Elena Trost Wien [u.a.] LIT 2013 IX, 63 S., S. LXV - CXXVI Ill., graph. Darst., Kt. 21 cm txt rdacontent n rdamedia nc rdacarrier Internet economics 6 Literaturangaben Soziale Software (DE-588)7550143-0 gnd rswk-swf Online-Marketing (DE-588)7706419-7 gnd rswk-swf Unternehmen (DE-588)4061963-1 gnd rswk-swf BRIC-Staaten (DE-588)7749638-3 gnd rswk-swf BRIC-Staaten (DE-588)7749638-3 g Unternehmen (DE-588)4061963-1 s Online-Marketing (DE-588)7706419-7 s Soziale Software (DE-588)7550143-0 s DE-604 Internet economics ; 6 6 (DE-604)BV041930632 6 DNB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027279535&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Trost, Elena Social media marketing in BRIC countries examining case studies of BMW, Adidas and Nivea Internet economics ; 6 Soziale Software (DE-588)7550143-0 gnd Online-Marketing (DE-588)7706419-7 gnd Unternehmen (DE-588)4061963-1 gnd |
| subject_GND | (DE-588)7550143-0 (DE-588)7706419-7 (DE-588)4061963-1 (DE-588)7749638-3 |
| title | Social media marketing in BRIC countries examining case studies of BMW, Adidas and Nivea |
| title_auth | Social media marketing in BRIC countries examining case studies of BMW, Adidas and Nivea |
| title_exact_search | Social media marketing in BRIC countries examining case studies of BMW, Adidas and Nivea |
| title_full | Social media marketing in BRIC countries examining case studies of BMW, Adidas and Nivea Elena Trost |
| title_fullStr | Social media marketing in BRIC countries examining case studies of BMW, Adidas and Nivea Elena Trost |
| title_full_unstemmed | Social media marketing in BRIC countries examining case studies of BMW, Adidas and Nivea Elena Trost |
| title_short | Social media marketing in BRIC countries |
| title_sort | social media marketing in bric countries examining case studies of bmw adidas and nivea |
| title_sub | examining case studies of BMW, Adidas and Nivea |
| topic | Soziale Software (DE-588)7550143-0 gnd Online-Marketing (DE-588)7706419-7 gnd Unternehmen (DE-588)4061963-1 gnd |
| topic_facet | Soziale Software Online-Marketing Unternehmen BRIC-Staaten |
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