SOAS Research Online

Abstract

Social media includes Western and Asian platforms. Asian consumers perceive, feel and behave according to their own cultural values and these drive their attitudes within social media with significant implications for branding and brand relationship within these social media platforms. The choice between a global Western or local Asian strategy creates potential threats and opportunities. Thus, this chapter aims at helping managers to understand the complexity surrounding branding in Asian via social media. Key critical success factors are discussed together with depth discussion of managerial implications for branding on social media (Western and Asian) in Asia.