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

Santos, José Duarte , Mayer, S , Steffen Mayer
ISLA — Instituto Politécnico de Gestão e Tecnologia
Analyzing Global Social Media Consumption, 2020 Published by: IGI Global
DOI: 10.4018/978-1-6684-6307-9.ch064

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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.

Keywords

#social media strategy #Adidas #Twitter #Weibo #cross-cultural marketing #internet censorship #brand awareness #local adaptation #Chinese social media #German-Chinese comparison #Social media #German #China #Government (linguistics) #The Internet #Focus (optics) #censorship #Political science

Bibliographic Details

Publication Type Book chapter
Publication Year 2020
Journal / Conference / Work Analyzing Global Social Media Consumption
Publisher IGI Global
Publication Status Published

ISLA Authors & Affiliations

J
José Duarte da Rocha Santos
jdsantos.net@gmail.com ID: 811F-A8A7-0016
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