Index
Emi Moriuchi
(Rochester Institute of Technology, USA)
Cross-Cultural Social Media Marketing: Bridging Across Cultural Differences
ISBN: 978-1-83867-176-1, eISBN: 978-1-83867-175-4
Publication date: 22 June 2021
This content is currently only available as a PDF
Citation
Moriuchi, E. (2021), "Index", Cross-Cultural Social Media Marketing: Bridging Across Cultural Differences, Emerald Publishing Limited, Leeds, pp. 137-142. https://doi.org/10.1108/978-1-83867-175-420211014
Publisher
:Emerald Publishing Limited
Copyright © 2021 Emerald Publishing Limited
INDEX
A/B testing
, 32, 34
Adidas
, 106
Advertisers
, 47
Advertising
, 90–91
After-sales customer relationship
, 20
Alibaba ecosystem
, 89
All England Lawn Tennis and Croquet Club (AELTC)
, 71–72
Amazon
, 12, 50–51, 100
Amazon Influencer Program
, 51
Amazon Vine Program
, 51–52
Ameba
, 59
Amplification through social media platform
, 50
Analytics
, 25, 92
attribution modeling
, 25–26
smart content
, 27–28
social media tools
, 93
Artificial intelligence (AI)
, 19, 100
embodied AI in Japan
, 101–102
embodied AI in United States
, 101
Associate program
, 50–51
Attribution modeling
, 25–26
Attribution reporting
, 25–26
Augmented reality (AR) (see also Virtual reality (VR))
, 19
fashion industry
, 103
financial industry
, 104
medical industry
, 102–103
retail industry
, 103
and social media marketing
, 102
Sony Japan
, 104
Automation
, 20, 77–78
Awareness
, 71
Baidu, advertising on
, 90
Banner blindness
, 47–48
Big words
, 34
Blogs
, 57, 59, 61–62, 64
Blue Ribbon Flies
, 18
Bottom of the funnel (BOFU)
, 23
Brand awareness
, 2, 74, 91–92
Brands
, 18, 20, 22, 31, 34, 41, 48
Brandwatch
, 97
Bribery
, 78
Business-to-business sector (B2B sector)
, 7
Business-to-consumers (B2C)
, 12
Businesses
, 20
Buyer’s journey
, 21
awareness stage
, 21–22
consideration
, 22–23
decision
, 23
BuzzSumo
, 85
ByteDance
, 61
Call-to-action (CTA)
, 19, 38
Calligraphy
, 91
Car makers
, 102
Celebrities
, 53
Centers for Disease Control and Prevention (CDC)
, 2
Chatbots
, 20
Check mark
, 69
China
, 88
Chinese social media usage
, 88–90
culture and symbolism in Chinese brand marketing and advertising
, 90–91
cultures and impact on social media usage
, 59–61
influencer marketing and
, 53
social media marketing strategies
, 91–92
Chinese Communist Party
, 60–61
Chinese KOLs
, 53
Cognitive and attitude goals
, 79
Comments
, 31
Communication channels
, 9
adapting to consumers’ social media usage
, 11–12
social commerce
, 12
social media and consumer behavioral change
, 10–11
social media and sharing economy
, 13–14
social media marketing and customer-dominant logic
, 14–15
Companies
, 9, 11, 13, 18, 39, 41, 89, 91, 104
Complementary theory
, 4
#ConfidentGirl campaign
, 30
Consistency
, 40
Consumer behavioral change
, 7, 10–11
Consumer market
, 12, 14, 97
Consumer-generated content
, 10, 25, 48, 55
Consumer-to-consumer (C2C)
, 12
Contextual credibility
, 45
Conversational bots
, 19
Core R3
, 101
Coronavirus (COVID-19)
, 4, 68–69
Corruption
, 78
Craigslist
, 12
Critical engagement
, 40–42
Critical Mention
, 94
Cross-cultural social media marketing strategy
, 75
China
, 88–92
implement and control
, 92–95
Japan
, 86–88
situational analysis
, 75–78
social media assessment and marketing strategies
, 80–81
social media marketing objectives
, 79–80
United States
, 81–85
Culture(s)
, 55
China
, 59–61
in Chinese brand marketing and advertising
, 90–91
Europe
, 64–65, 71–74
Japan
, 59, 66–67
Japan × Bangladesh
, 67–68
MENA
, 65–66
of sharing
, 87
Singapore
, 63–64
South Korea
, 61–62
United States
, 57–58, 68–70
Customer relationship management (CRM)
, 19
Customer-dominant logic (CDL)
, 12, 14–15
Daily motion
, 55
Data-driven attribution model
, 26
Demographic dynamics
, 92
Digital technologies
, 77–78
Discord
, 58
Disengagement
, 31–34
Displacement theory
, 2–3
Dove
, 29–30
E-commerce KOLs
, 53
Eastern Europe, cultures and impact on social media usage
, 65
eBay
, 12
80/20 rule (see Pareto Principle)
Embodied AI
, 100
in Japan
, 101–102
in United States
, 101
Engagement
, 29
Golden Circle (Sinek)
, 29–30
levels
, 31–43
rates
, 93–95
strategies
, 18–19
Europe
, 71
commercial
, 73
cultures and impact on social media usage
, 64–65
new partnership
, 73
Wimbledon and new target market
, 74
Wimbledon’s social media strategy
, 71–73
Experts
, 53
Facebook
, 1, 19, 57–58, 63
Lead ad
, 19
messenger
, 64–65
Fashion industry
, 103
Fast Retailing
, 67–68
Financial industry
, 104
First click attribution model
, 26
Fitness
, 45
FlickR
, 55
Flywheel
, 24–25
Follows
, 37
Food blogger
, 50–51
Forward
, 31
Friction reduction
, 25
Frustrated engagement
, 36–37
Fuji Q (see Fujikyu Highland)
Fujikyu Highland
, 60
Functional equivalence
, 3
“Ghostbusters Rookie Training” event
, 104
Gmail
, 100
Golden Circle (Sinek)
, 29–30, 32
Google
, 101
Google Ad Attribution Model
, 26
Google Analytics
, 26, 34, 85
Google Maps’ AR navigation
, 102
Google search
, 27
Grameen UNIQLO
, 68
GroupMe
, 58
Groupon
, 39
Holographic AR navigation system
, 102
Home cooking
, 45
Hootsuite
, 97
HubSpot
, 17, 19, 21, 31, 83, 97, 105
Ideal equation
, 25
Inbound marketing
, 17
attract
, 17–18
buyer’s journey
, 21–23
delighting
, 20–21
engaging
, 18–20
flywheel
, 24–25
marketing and sale funnel
, 23–25
Inbound methodology
, 31
Industrial reports
, 50
Influencer
, 45–46, 48–49
Influencer marketing
, 39, 45–46
China
, 53
and social media trends
, 47–48
United States
, 46–52
Instagram
, 1, 30, 57–58, 63, 65, 98
Reel
, 98–99
Intellectual property
, 91
Interaction
, 32
Internal efficiencies
, 80
Internet
, 2, 14, 67, 83, 91
Involvement
, 71–72
Japan
, 66, 86
cultures and impact on social media usage
, 59
e-commerce growth
, 66–67
embodied AI in
, 101–102
and influencer marketing
, 52
Japan × Bangladesh
, 67–68
Japanese social media marketing strategies
, 87–88
Japanese social media usage
, 86–87
tourism in Japan and VR
, 106–107
Japan Airlines Co. (JAL)
, 106
JAL xR Traveler
, 106
Japanese Airlines and VR
, 106–107
Jargons
, 34
Jason-Davies Word Cloud Generator
, 94
Kakao Talk
, 37, 61
Key opinion leaders (KOLs)
, 53
Kik
, 58
Konbini
, 67
Last click attribution model
, 26
Lead ad
, 19
LetItGo
, 12
Lexalytics
, 94
Life-time value (LTV)
, 20
Likes
, 31, 37, 80
LINE
, 37, 58–59
pay
, 88
Linear attribution model
, 26
LinkedIn
, 63
LinkedIn Stories
, 97
Literate engagement
, 42–43
Logistics
, 92
Marketers
, 9, 27, 85, 105
Marketing (see also Influencer marketing)
, 87
attribution
, 26
automation
, 19–20
and sale funnel
, 23–25
Mass media channels
, 9
McKinsey & Company
, 81
Medical industry
, 102–103
Messaging apps
, 57–58
Messaging platforms
, 57
Messenger by Google
, 58
Metrics
, 31
Micro-influencers
, 39, 49
Micro-KOLs
, 53
Middle East and North Africa (MENA)
, 65–66
Middle of the funnel (MOFU)
, 23
Millennials
, 13
Mintel
, 81
Modern marketing approach
, 5–8
Moment of enlightenment
, 40
Mothership
, 64
NAO
, 101–102
Naver Blog
, 61
Netflix
, 100
Niche theory
, 4–5
Nike
, 103
Nike Fit
, 103
Non-profit CDC
, 68–70
Olympics
, 86
Pareto Principle
, 20, 25
Patagonia
, 18
Paypal
, 60
Peer-to-peer reviews
, 47–48
Pepper
, 101–102
Personal media channel
, 9
Personalized ads or email
, 49
Pew Research
, 81
Pinterest
, 65
Pokémon Go (Game)
, 102
Political, Economic, Social, Technology, Legal, and Environment analysis (PESTLE analysis)
, 75–78
Position-based attribution model
, 26
Price consciousness
, 92
Privacy
, 101
Quality content
, 49
Quick search of Talkwalker
, 94
Rakuten
, 65
Re-gram
, 31, 37
Re-tweet
, 31, 37
Reach
, 45
#RealMoms campaign
, 30
Reddit
, 14
Reel
, 98–99
Referrals
, 25
Retail industry
, 103
Salesmanship
, 45
Samsung NEON
, 101
Scandinavia, cultures and impact on social media usage
, 65
Selective media
, 9
Self-actualization
, 48
Self-expression
, 48
Self-regulated interest
, 39–40
Sephora
, 103
Service-dominant logic (SDL)
, 12
Share
, 31, 37
Sharing economy (SE)
, 13–14
Short messaging text (SMS)
, 31
Showrooming
, 10–11
Singapore, cultures and impact on social media usage
, 63–64
Siri (Apple)
, 101
Situational analysis
, 75–78
Skepticism of online shopping
, 67
Skype
, 58
Smart content
, 27–28
Snapchat
, 1, 55, 57–58
filters
, 102
videos
, 100
Social commerce
, 12
Social listening
, 20–21, 82–83
Social marketing
, 41
Social media
, 1, 55
adapting to consumers’ social media usage
, 11–12
analytics
, 47, 92
assessment and marketing strategies
, 80–81
audit
, 83–85
bots
, 49
and consumer behavioral change
, 10–11
evolution
, 2–5
features
, 18
listening tools
, 93
marketing and customer-dominant logic
, 14–15
metrics
, 95
modern marketing approach
, 5–8
platforms
, 1–2, 55–56
and sharing economy
, 13–14
tools
, 93
trends
, 47–48
users and consumers
, 47
Social Media Toolkit
, 2
Social Searcher
, 94
Socialympics
, 86
Softbank
, 101–102
SoftBank Robotics
, 101–102
Sony Japan
, 104
South Korea, cultures and impact on social media usage
, 61–62
#speakbeautiful movement
, 30
Spectra
, 101
Speed increase
, 24
Sportwear
, 103–104
Stomp
, 64
Story highlight
, 98
Storytelling
, 46, 97
Instagram
, 98
Instagram Reel
, 98–99
TikTok
, 99–100
Structure-dependent engagement
, 37–38
Symbolism in Chinese brand marketing and advertising
, 90–91
Taobao
, 89–90
Technology
, 97
AR and social media marketing
, 102–104
artificial intelligence
, 100–102
storytelling
, 97–100
virtual reality in social media marketing
, 104–107
Telegram
, 58, 63
Tencent holdings
, 60
TERREX
, 106
“Three bucket” strategy
, 73
TikTok
, 1, 58, 88–89, 99–100
challenges
, 58
use
, 61
Time decay attribution model
, 26
Tistory
, 61–62
Tmall
, 89–90
TOMS
, 41, 105
Top of the funnel (TOFU)
, 23
Tourism in Japan and VR
, 106–107
Transactive behavior goals
, 79
Tumblr
, 63
Twitter
, 1, 30, 55, 57–58, 63
U.S. Census Bureau
, 81
Understanding
, 71
Uniqlo in Bangladesh
, 67–68
United Kingdom, cultures and impact on social media usage
, 64–65
United States
, 46, 68, 81
cultures and impact on social media usage
, 57–58
embodied AI in
, 101
examples of influencer marketing programs
, 50–52
history of influencer marketing
, 46–47
influencer marketing and social media trends
, 47–48
non-profit CDC
, 68–70
pillars of effective influencer marketing strategy
, 49–50
social media marketing strategies
, 82–85
social media usage
, 81–82
Unsystematic engagement
, 34–35
Vanity metrics
, 31, 37
Venmo
, 60
Viber
, 65
Vine reviews
, 52
Virtual reality (VR) (see also Augmented reality (AR))
, 104
Adidas
, 106
Ninja Dojo
, 106
in social media marketing
, 104
tourism in Japan and VR
, 106–107
Wendy
, 105
Web 1.0
, 14
Web 2.0
, 14
Webrooming
, 10, 12
WeChat
, 58–60, 89
for Chinese tourists abroad
, 60
pay
, 60
with US government
, 60–61
Wendy
, 105
WhatsApp
, 63–64
Wikipedia
, 1
Wimbledon’s social media strategy
, 71–73
Word-of-mouth
, 25
Wordart
, 94
WordClouds
, 94
Workflows
, 20
YouTube
, 1, 55, 57–58, 63
advertisement by CDC
, 70
comments section or product review site
, 52
influencers
, 45
Zero moment of truth model (ZMOT model)
, 21–22
- Prelims
- 1: An Introduction to Social Media
- 2: Social Media as Communication Channels
- 3: Inbound Marketing and Analytics
- 4: Engagement Levels in Social Media
- 5: Influencer Marketing
- 6: Cultures and its Impact on Social Media Usage
- 7: Cross-Cultural Social Media Marketing Strategy
- 8: The Role of Technology in Social Media
- Appendix 1: Cross-Cultural Social Media Marketing Planning Worksheet
- Appendix 2: Content Calendar
- References
- Epilogue
- Index