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Engaging Your Global Social Media Audience: A Framework for E-Retailers

Engaging Your Global Social Media Audience: A Framework for E-Retailers

Leila Samii
Copyright: © 2018 |Pages: 23
ISBN13: 9781522556374|ISBN10: 1522556370|EISBN13: 9781522556381
DOI: 10.4018/978-1-5225-5637-4.ch030
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MLA

Samii, Leila. "Engaging Your Global Social Media Audience: A Framework for E-Retailers." Social Media Marketing: Breakthroughs in Research and Practice, edited by Information Resources Management Association, IGI Global, 2018, pp. 593-615. https://doi.org/10.4018/978-1-5225-5637-4.ch030

APA

Samii, L. (2018). Engaging Your Global Social Media Audience: A Framework for E-Retailers. In I. Management Association (Ed.), Social Media Marketing: Breakthroughs in Research and Practice (pp. 593-615). IGI Global. https://doi.org/10.4018/978-1-5225-5637-4.ch030

Chicago

Samii, Leila. "Engaging Your Global Social Media Audience: A Framework for E-Retailers." In Social Media Marketing: Breakthroughs in Research and Practice, edited by Information Resources Management Association, 593-615. Hershey, PA: IGI Global, 2018. https://doi.org/10.4018/978-1-5225-5637-4.ch030

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Abstract

The global reach of social media provides opportunities for e-Retailers. Implementing a global social media strategy maximizes the efficiency of the exchange of information between the target audience and the brand. Information acquisition provides e-Retailers with knowledge about their target audience, while information dissemination spreads awareness about the brand to the target audience. As a result, e-Retailers leveraging user content on social media enable the development of strategic global engagement to reduce cultural complexities. The REALLY framework develops a foundation to leverage user-generated content using standardization for multilayered social media campaigns for e-Retailers. Roxy's global social media campaign is used as a case example to analyze global social media strategy and internationalization.

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