...Topic Paper: Social Media Trends In China Investigate the Microblogging—Sina Weibo Heng Zhang Digital Strategic Communication East Tennessee State University Introduction Social media channels continue to grow in popularity across China in recent years. For a country with over 1.35 billion inhabitants, using social media has become a key way for individuals and businesses to communicate. Of all the Chinese social media products to join the market in the last few years, none has had as great effects as Sina's Weibo. Sina Weibo is a Chinese microblogging website. It was launched by SINA Corporation on 14 August 2009. Similar to a hybrid of Twitter and Facebook, it is one of the most popular sites in China, with a market penetration similar to what Twitter has established in the USA. Sina Weibo presenting a relatively unfettered space for speech. In just four years, the site has attracted over 500 million members, more than the population of all but two countries in the world. For all its success, though, Weibo has confined itself to China; until 2013, when Sina introduced an English-language version and allowed users to login via Facebook, Weibo made virtually no effort to expand to foreign market and focused instead on recruiting users from within China. Given the country's large population -- and still-modest level of Internet penetration -- this strategy makes sense; however, there are still plenty of people in China who don't use Weibo. Weibo as the most...
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...4/11/2012 SOCIAL MEDIA - AN OPPORTUNITY FOR FASHION BRNDS MARKETING IN CHINA Table of Contents Chapter 1 1 Introduction 1 1.1 Introduction 1 1.2 Background 2 1.3 Rationale of the Research 2 1.4 Problem statement 3 1.5 Aim and Objectives 3 1.5.1 Aim of the Study 3 1.5.2 Objectives of the Study 3 1.5 Research Questions 4 1.7 Significance of the Research 5 1.8 Dissertation Structure 5 Chapter II 6 Literature Review 6 2.1 Introduction 6 2.2 Consumers’ decision making and Internet 7 2.3 Consumer Behavior and Fashion trends 7 2.4 Branding and the Internet 9 2.5 Communication and Fashion 10 2.6 Sustainable Fashion and the Internet 12 2.7 Global Followers 12 2.8 Internet in China 13 2.8.1 The Public Containment 14 2.8.2 The Power of Internet in China 14 2.8.3 Internet and Politics in China 15 2.9 The Use of Internet in China 15 2.9.1 Socio-culture of China and the Internet 16 2.10 Fashion and Marketing 16 2.10.1 Consumer Intention 17 2.11 Summary 18 Chapter III 19 Research Methodology 19 3.1 Introduction 19 2.11 3.2 The philosophy of research - Positivism 20 2.12 Strategies for research 21 3.4.2 Sampling Procedures 21 3.4.3 Questionnaire Designing 22 2.13 3.6 Time Horizon 23 3.7.1 Secondary data Collection 23 3.8 Data Analysis Methods 23 CHAPTER IV 25 Data Analysis &Findings 25 4.1 Introduction 25 4.2 Data Analysis and Findings 25 4.2.1 Gender Distribution 26 4.2.2 Age Distribution 27 4.3 Internet and Social Networks usage...
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...The videos that I believe were most effective in arguing how social media is used to encourage protests, revolution, and social change were in Clay Shirky’s speech How social media can make history, How the Internet will (one day) transform government, and Alexis Ohanian How to make a splash in social media. In Alexis Ohanian speech I found that an issue, in this case humpback killing, can be so troubling that the public can change that with social media popularity. Social media has the power to transform an issue with popularity and I learned that it can be something as little as a meme. In this example, Reddit had a majority vote to what trend their main logo should be and the highest vote was 119,367 votes with 78% of the entire poll being...
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...Viability of Product Coal Mine Dragon Chinese is a small family run restaurant located in Fountain, Colorado. The majority of their income comes from the direct-to-consumer sale of entrees prepared at time of order. Their most popular items include cream cheese wontons, mongolian beef, cashew chicken and szechuan chicken. The company takes pride in the fact that all of the recipes used to create their dishes have been passed down through many generations. This adds a unique twist to their food preparation and helps to separate Coal Mine Dragon Chinese from the competitors in the area. They also try to use notably fresh and locally grown produce whenever possible. The company operates very basically, and has hardly any type of online presence other than a few customer reviews and a contact number for the facility. Currently the company’s customer base is very local. While the amount of revenue Coal Mine Dragon Chinese brings in currently is comfortable for such a small business, they hope to expand further into the surrounding cities, state wide and one day internationally. Sales have remained steady, but there is evidence that the company may be able to increase revenue by adding an online operation. This relatively inexpensive form of expansion will also serve as a form of advertisement to new potential customers (Belew & Elad, 2009). Currently the only advertisement used is word of mouth and positive customer reviews posted online. While this form of advertisement...
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...Nike China’s “Find Your Greatness” Campaign CLIENT NIKE PRODUCT NIKE ENTRANT WIEDEN+KENNEDY SHANGHAI Shanghai, CHINA TYPE OF ENTRY MEDIA: Use of Media CATEGORY Best Use of Social Media Marketing TITLE FIND YOUR GREATNESS PRODUCT/SERVICE NIKE ENTRANT COMPANY : WIEDEN+KENNEDY SHANGHAI Shanghai, CHINA ADVERTISING AGENCY : WIEDEN+KENNEDY SHANGHAI Shanghai, CHINA MEDIA AGENCY : MINDSHARE CHINA Shanghai, CHINA BRAND OWNER: Nike AGENCY: Wieden+Kennedy, Mindshare, AKQA, Razorfish BRAND: Nike COUNTRY: China MEDIA BUDGET: 10 - 20 million AMBUSH MARKETING: A marketing technique in which advertisers work to connect their product with a particular event in the minds of potential customers, without having to pay sponsorship expenses for the event. An example of ambush marketing might involve selling music merchandise just outside the grounds of a concert without the consent or awareness of the concert promoters, relying on association with the concert to drive sales. PARASITIC ADVERTISING: A type of marketing that promotes one product at the cost of lost sales for another product. Parasitic advertising often occurs when two products are close substitutes for one another. Firms generally attempt to avoid parasitic advertising within their own product offerings because it is not the most effective way of maximizing the return on ad spending. THE BIG IDEA: Honour the pursuit of greatness, not just gold. Simply to inspire and energize everyday athletes everywhere...
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...phone is 1:1. Books, radio, TV are 1: many. The internet is the first media that does both well. The internet is many: many. People nowadays use new media to update latest new that happening around us, for an example, In May 2009 there was a big earthquake in China. Citizens reported it on Twitter and other social media within seconds, minutes before the government knew about the earthquake. In contrast, the last time there was a similar big earthquake in China, it took the Chinese government 3 months to admit it had happened. China doesn’t want this to be report on new media and China can’t control these situations, at some times the government’s only option is to totally close down all of Twitter-like social media tools. This proof of just how quickly social media can be used to spread news. According to a talk by James Surowiecki, he starts the talk by reading out two articles regarding the tsunami incidents that had occurred and carries on by saying how these incidents were reported immediately as unorganized pieces of information. He continues by stating how information was gradually shared across and then the incomplete pieces started falling in place and giving a clearer new picture. James Surowiecki also gives the example of a tsunami, of which live videos were given by people directly living the event, making viewers feel as if they were actually there, an aspect of news that mainstream media very often fails to achieve. I especially agreed his “ant” analogy that...
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...In today’s social media onslaught, users can check in at a restaurant, immediately write a post on how they are feeling for the day, and even like ideas, businesses, and products. All this can usually be done at the swipe of a finger, if you have your smart phone handy. Little due some users knows that their posts are monitored by private institutions for the use of behavioral research. What some think is private is actually being used for market research. Although, there have already been some behavioral break through. Microsoft already has helped identify women at risk of postpartum depression. (Jayson) While social media websites claim that they do not give out any personal identifiable information, some of these large research groups do have access to all of the user’s posts, which many users thought were private, or at least limited to the circle of friends on their list. Using Five “I” theory to analyze this ethical issue and see if there are possible solutions to this dilemma. First, identify the moral issue. The issue is whether or not social media sites have the right to allow research companies access to all of its users posts for research. Understand that these sites do have privacy policies, but that is limited to not selling personal information of its users. On Facebook’s privacy policy they do say that anything made public on their site can be viewed by anyone. The culprit in this situation is pretty apparent. The social media sites that allow these...
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...Internet and Social Media Marketing Student’s name - Asmar Karimova Student’s Programme - International Management Module – Principles and Practices of Global Business & Academic Skills Seminar Leaders – Karl Zehetner & Gergely Tamasi Words count - 2550 MSc in International Management 2015-2016 Table of Contents 1. Intorduction………………………………………………………………………….1 2. Discrimination of internet and social marketing………………………………….2 2.1. Advantages of using social media to market business……………………………3 2.2. Risk of using social media to market business…………………………………….4 3. Internet and social media marketing in China…………………………………....4 4. Internet and social media marketing in Turkey ………………………………….5 5. Internet and social media marketing in Russia…………………………………...5 6. Internet and social media marketing in India……………………………………..6 Conclusion ……………………………………………………………………………….6 References 2 Abstract Nowadays developments in technology introduce many new ways for communication, such as, internet, social networks. Some developments in the global sense are very effective on social marketing’s demonstrating its prevalence and acceptance. All these new formats bring changes in cultural and economic areas. Today’s potential customers spending their time on the internet and social networks for purchasing their needs. Digital or online marketing is far from traditional ways to make marketing. Businesses use this popularity of social media for the marketing of their goods ...
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...of social networking sites like Facebook and Twitter have increased dramatically over the past years. | Table of Contents Abstract 2 Social Media History 2 Statistics of Social Media Usage 3 Facebook 5 Twitter 6 Question 1 - Investigate the effects that social networking sites may have within the business environment. 6 Benefits of Social Media to business 7 Question 2 - Discuss the types and forms of businesses that may deploy these networking sites to achieve competitive advantage 9 Small Businesses can take advantage of Social Media to achieve competitive Advantage 9 Utilize social media to build competitive advantage 10 Question 3 - What extensions could you bolt on to these existing networking sites to make them more attractive to business users? 10 “The ADAPT Model” 10 References 13 Abstract This article presents theoretical analysis on how social media influences the business environment. The use of social media is growing fast and has become the biggest and most popular avenue to connect with the world; share or exchange information and ideas in virtual communities. The social media websites creates a new era in grabbing new opportunities in business. Business activities such as promoting, marketing, customer relationship and sales can be done over the social media. With the rapid change of technology, it is vital to keep up with the current social media offering in order to engage with the customers. The use of social media continues...
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...Few people will have failed to notice the recent emergence of social media—especially much-publicized applications such as Facebook, Twitter, YouTube and Wikipedia. Even the most casual of internet users will now be aware of the notion of social network sites and blogs, maybe even wikis and virtual worlds. Since being declared Time Magazine‘s ‘Person of the Year’ at the end of 2006, social media have come to dominate the ways in which digital technology is now used around the world. Of course, there are distinct geographical and cultural variations within this global adoption—whereas people in the USA may log on to Facebook and Twitter, Chinese users are more likely to access Renren and NetEase. Yet in all these guises, the general principles of social media remain the same. These are internet applications that rely on openly shared digital content that is authored, critiqued and re-configured by a mass of users. Social media applications therefore allow users to converse and interact with each other; to create, edit and share new forms of textual, visual and audio content; and to categorize, label and recommend existing forms of content. Perhaps the key characteristic of all these social media practices is that of ‘mass socialization’—i.e. harnessing the power of the collective actions of online user communities rather than individual users (see Shirky, 2008). The growth of social media over the past five years has transformed the ways in which the internet...
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...SOCIAL MEDIA MARKETING Bizuayehu D. Weretaw Submitted to: Professor Yohannes Abate, PhD. Contemporary Business (BUS508) Strayer University, Takoma Park Campus November, 2013 Introduction In these days of technology, our daily activities and social interactions are becoming dependent on social media. This is not limited to people who are living in most advanced countries but in less technologically advanced countries as well. This, in other word, indicates that social media has become a global phenomena. Published and unpublished sources show that over a billion of people around the globe visit social media at some time regardless of the amount and nature of use. Understanding the ever growing number of subscribers, software programmers are developing various social media platforms considering the cultural and linguistic background of the user society. The most popular social media sites, as most of witness or could guess, are the Facebook and Twitter but the Chinese Qzone, the Orkut of the Brazilian (which is owned by Google), Friendster of the Malaysian and other less popular social media platforms are already in the market being visited by their respective users. Some of these social media take in the form of social networks, some others take in the form of internet forums, social blogs, pictures and videos, etc. For individual user, social media may be entertaining or the user have fun simply by interacting with his friends or groupies or listen to a...
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...SM Impacts on FR Industry & Strategies for FR to Capitalize SMM Tools In just a few short years, social media (SM) has revolutionized the way people share information and communicate with each other, which turns the conversations into 140-word limited blips and makes e-mails, seemed outdated. While social media leaving its mark on commerce, fashion retailer (FR) industry no exception to adopt social media marketing (SMM) to positively influence consumers towards a website, company, brand, product, service, or a person. Social media marketing is a term that describes use of social networks, online communities, blogs, wikis or any other online collaborative media for marketing, sales, public relations and customer service. (Melissa B. et al, 2008) Common social media marketing tools, including Facebook, Twitter, blogs, LinkedIn, YouTube and Flickr, etc. Due to the growing number of users as well as fashion consumers of these social media, there may have been tremendous and profound influence on fashion retailers as well as customers, whose tiny actions might spread like wildfire. Positive Impacts on Fashion Retailers First, social media can help fashion retailers to reach a large number of potential customers who immerse themselves in social media communities. Social media sites have the capability to reach large and targeted audience. According to a 2010 ExcatTarget report, companies active on Twitter are reaching nearly 11.5 million US consumers who use Twitter daily...
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...W’Style’s Social Media Strategy Report ISYS 1028 Assignment 3 Lecturer: Dr Claire Davison Padmanabh Deshpande: 3455769 Jie Deng: 3452773 Jianpeng Shao: 3372513 Regina Tilaar: 3410562 Qiaojian He: 3181251 31th October 2013 Contents 1. Social Media Business Audit of ASOS.com…………………………………………………………….3 2.1. Business Introduction and Brand Description………………………………………………………. 3 2.2. Current Customers and Target Market………………………………………………………………….3 2.3. Reviews of Social Media Channels…………………………………………………………………………3 2.4. Analysis of Strengths and Weaknesses of the Current Campaign…………………………. 6 2.5. Conclusion of Findings…………………………………………………………………………………………..7 2. Social Media Strategy Report for W’ Style…………………………………………………..……….8 3.6. Business Introduction…………………………………………………………………………………………..8 3.7. Current Market and Target Market………………………………………………………………..…….8 3.8. Identification of Business Goal of Strategy……………………………………………………………8 3.9. Engagement Strategy and Technologies…………………………………………………………….…9 3.10. Overall Schedule of Strategy and Campaigns………………………………………………………10 3.11. Resources and skills required for performing strategy…………………………………..……12 3.12. Key Performance Indicators and Analytic Tools………………………………………..…………14 3. Evidence of Social Media Campaign…………………………………………………………..……….16 4.13. The Goal of the Campaign……………………………………………………………………..……………16 ...
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...THE STUDY OF THE EFFECT SOCIAL MEDIA FACEBOOK AND ITS MOBILE APPLICATIONS ON THE PURCHASING INTENTION OF FASHION APPAREL PRODUCTS TOWARDS THE GENERATIONS Y CONSUMERS IN HONG KONG SIN KIT YING, EMILY BA(Hons)Scheme in Fashion and Textiles (Fashion Marketing and Merchandising Management) INSTITUTE OF TEXTILES & CLOTHING THE HONG KONG POLYTECHNIC UNIVERSITY 2015 THE STUDY OF THE EFFECT SOCIAL MEDIA FACEBOOK AND ITS MOBILE APPLICATIONS ON THE PURCHASING INTENTION OF FASHION APPAREL PRODUCTS TOWARDS THE GENERATIONS Y CONSUMERS IN HONG KONG A Thesis Submitted In Partial Fulfillment of the Requirements For the Degree of Bachelor of Arts (Honours) in Fashion & Textiles (Fashion Marketing and Merchandising Management Specialism) under the Supervision of Dr. CHANG M.T. Jimmy by Emily, Kit Ying SIN Institute of Textiles & Clothing The Hong Kong Polytechnic University May 2015 ACKNOWLEDGEMENTS CERTIFICATE OF ORIGINALITY I hereby declare that this thesis is my own work and that, to the best of my knowledge and belief, it reproduces no material previously published or written, nor material that has been accepted for the award of any other degree or diploma, except where due acknowledgement had been made in the text. _____________________________________________________(Signed) __________________________________________________(Name of student) ABSTRACT Summary of the contents and finding of the thesis briefly LIST OF TABLES ...
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...in the world, through the internet/satellite driven media outlets including social media. This “globalisation” has also made the business world a global village. The Economist Gunder Frank opined that a form of globalisation existed in the third millennium B.C, another economist Thomas L Friedman put the history of globalisation three periods. First period (1492-1800) involved the globalisation of countries; the second period (1800-2000) involved the globalisation of companies the third period (2000-present) involves the globalisation of individuals. Business globalisation...
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