Publication detail

Why it is important to use social media in international marketing strategies

TESAŘOVÁ, M.

Original Title

Why it is important to use social media in international marketing strategies

Type

conference paper

Language

English

Original Abstract

Nowadays, social media are undoubtedly becoming vital part of international marketing strategy The 21st century is characterized by huge boom of social media and has delivered both challenges and opportunities in its international, boundaryless world. The main purpose of the study is to identify and furtherly describe main perspectives that comes into play when using social media for international marketing strategies. Used methods are represented by content analysis of existing literature, whereas main perspectives are identified. Synchronously, over fifty articles focusing on social media were observed. Article also serves as a starting point for authors' dissertation. As a result, author identifies four key perspectives that play important role in usage of social media: international advertising, role of culture, role of technology and traditional vs. social media perspective. These perspectives are furtherly discussed and possible areas for future development, together with its limitations are identified. All these perspectives show the importance of social media topic and why it should not be overlooked. Practical implications might be seen mainly by managers who deal with social media. Managers might get inspired by these perspectives, use its opportunities and be aware of its limitations in order to create successful international online marketing campaigns. Moreover, since this topic is really broad and there is often the requirement to high degree of cumulation in research area, limitations are captured mainly by the fact that there is also more time needed to develop useful theories that can be furtherly presented in literature.

Keywords

international marketing, international advertising, internet, marketing strategy, social media

Authors

TESAŘOVÁ, M.

Released

25. 4. 2018

Publisher

Tomas Bata University in Zlín

Location

Zlín, Czech Republic

ISBN

978-80-7454-730-0

Book

DOKBAT 2018 - 14th International Bata Conference for Ph.D. Students and Young Researchers

Edition

1. edice

Pages from

240

Pages to

252

Pages count

13

URL

http://dokbat.utb.cz/wp-content/uploads/DOKBAT2018.pdf

BibTex

@inproceedings{BUT176876,
  author="Mariana {Tesařová}",
  title="Why it is important to use social media in international marketing strategies",
  booktitle="DOKBAT 2018 - 14th International Bata Conference for Ph.D. Students and Young Researchers",
  year="2018",
  series="1. edice",
  pages="240--252",
  publisher="Tomas Bata University in Zlín",
  address="Zlín, Czech Republic",
  doi="10.7441/dokbat.2018.22",
  isbn="978-80-7454-730-0",
  url="http://dokbat.utb.cz/wp-content/uploads/DOKBAT2018.pdf"
}