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International Marketing in times of Social Media: whether and to what extent do international companies adjust their marketing activities to the UK market

  • Recent work has pointed out the importance of social media for various components of a firm’s marketing communication strategy. However despite the clear movement to use social media as a marketing tool in general, the topic has captured little attention in academic literature, while limited research in general has closely examined online social media channels in the international content. To address this research gap the primary aim of this paper is to assess whether and to what extent international companies do adjust their marketing activities to the UK market. With the main focus on companies Facebook profiles this research paper focuses on the marketing efforts of the top 5 Facebook brands according to their number of followers from August 2014 to September 2015.

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Author:Kerstin Grawe
Advisor:Christoph Mergard
Document Type:Bachelor Thesis
Year of Completion:2015
Granting Institution:Hochschule Furtwangen
Release Date:2016/04/05
Tag:Facebook; Globalization; Multinational Companies; Social Media; Web 2.0
Degree Program:IBM - International Business Management
Open-Access-Status: Closed Access 
Licence (German):License LogoUrheberrechtlich geschützt