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, Bingley, 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