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Social Networks and Cultural Differences: Adidas's Case on Twitter and Sina Weibo

Social Networks and Cultural Differences: Adidas's Case on Twitter and Sina Weibo
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Author(s): José Duarte Santos (Polytechnic of Porto, Portugal) and Steffen Mayer (Aschaffenburg University of Applied Sciences, Germany)
Copyright: 2021
Pages: 17
Source title: Analyzing Global Social Media Consumption
Source Author(s)/Editor(s): Patrick Kanyi Wamuyu (United States International University – Africa, Kenya)
DOI: 10.4018/978-1-7998-4718-2.ch007

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Abstract

The purpose of this chapter is the comparison of social media strategy on Twitter and Sina Weibo by the German company Adidas. A successful social media campaign is pushing brand awareness and companies improve their focus on that. Due to the internet censorship of the Chinese government, the social media landscape in China differs from the Western world. Therefore, companies need cultural and linguistic know how to be successful on Chinese platforms like Sina Weibo. The chapter compares how Adidas uses Twitter and Sina Weibo for their marketing purpose. Cultural differences and the local adaption of their social media appearance will be presented.

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