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Understanding the factors influencing firms’ social media marketing strategy development
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Resumo(s)
This study explores the factors shaping firms’ social media marketing strategies (SMMS) in international markets, focusing on companies in Finland, China, and Brazil. By analyzing both internal (resources, capabilities) and external (cultural, institutional) influences, the research highlights how national culture and regulatory environments impact SMMS development. Key findings show that firms in collectivist cultures prioritize community engagement, while those in individualistic cultures emphasize personal branding. Additionally, decision-making is more centralized in high power distance markets, and regulatory constraints shape content strategies, particularly in China. The study identifies four key SMMS practices—social selling, content marketing, risk management, and relationship management—each adapted to local market conditions. The insights presented provide actionable recommendations for businesses seeking to optimize their social media strategies across diverse cultural landscapes.
Descrição
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Contexto Educativo
Citação
Li, F., Silva, S. C., & Larimo, J. (2025, Mar). Understanding the factors influencing firms’ social media marketing strategy development. Universidade Católica Portuguesa. https://doi.org/10.34632/f9892d4d-6611-4120-a6fa-d33fbb9bf5f3
Editora
Universidade Católica Portuguesa
Coleções
Licença CC
Sem licença CC