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Abosag, Ibrahim, Martin, Felix and Zahy, Ramadan (2016) 'Social Media and Branding in Asia: Threats and Opportunities.' In: Melewar, T. C., Nguyen, Bang and Schultz, Don, (eds.), Asia Branding: Connecting Brands, Consumers and Companies. London: Palgrave Macmillan.

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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.

Item Type: Book Chapters
Keywords: branding, social media platforms, Western, Asia, threats, opportunities
SOAS Departments & Centres: Departments and Subunits > School of Finance & Management
Legacy Departments > Faculty of Law and Social Sciences > School of Finance and Management
Legacy Departments > Faculty of Law and Social Sciences > School of Finance and Management > Centre for Financial and Management Studies (CeFiMS)
ISBN: 9781137489951
Date Deposited: 16 Dec 2015 10:06

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