Emi Moriuchi | Authored Book

Cross-Cultural Social Media Marketing. Published by Emerald

Cross-Cultural Social Media Marketing

Finally! A book on social media marketing that focuses on the cross-cultural aspect! This book is suitable for both practitioners and students who are interested in understanding the cross-cultural differences in how certain groups use social media. 

As companies and brands step out of their comfort zone and expand their target market abroad, there are so many factors to consider. For example, what social media platforms do European use? Why do they use it and how frequently do they use it? What are some of the factors should marketers consider when presenting information in abroad, in a different cultural setting? All these questions and more are answered in the book. 

In a previous post, there were discussion on how different people of different culture peruse a website. This is just an indication on what type of information is important to them and how they process those information in their minds to come to a decision. 

For faculty who are teaching social media marketing, Emerald provides an inspection copy. For this book, supplementary materials for teaching are available. This includes a set of slides for each chapter as well as test banks.  

Interested in learning more? Sample chapters are available here!




Social Media Marketing: Strategies in Utilizing Consumer-Generated Content


With the introduction of the Internet, consumers are relying heavily on the media for content. The popularity of consumer-generated content (CGC) has captured the consumer (i.e., user) as the producer, which has cause a power shift in the market from the companies to the consumers. When technology is paired with culture, it is inevitable that consumers are constantly changing their attitudes toward consumption to adapt to current trends. Thus, marketers are meticulously looking for information to keep current with the consumer market in order to maintain their market share. CGC relates closely to electronic word-of-mouth (eWOM) and can be found in various online review sites, forums, blogs, company websites, as well as on social media platforms. Consumers’ contribution toward the content on the different digital media sites (including company’s website) is on voluntary basis, either paid (e.g., sponsored) or nonpaid (e.g., personal blogs). It is evident that information that is published online travels faster to consumers than when delivered through traditional media such as television. Companies are therefore trying to be proactive; and as part of their promotional efforts, they are turning to online media for the latest information on their target market, feedback on their company (e.g., criticism, praises), as well as information on their competitors. The goal of this book is to educate business owners, marketing practitioners, students, as well as marketing researchers in understanding the use of CGC and how it is beneficial for their marketing plan.

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Social Media Marketing bookSecond Edition of the Social Media Marketing book is on sale now!

It has been 4 years since the first edition was released. I used this book in my social media marketing class where students work on client projects. This book came in handy when we were developing a content plan for an international company. In this new edition, I added more updates on the recent social media sites different countries used. China was also added to the book! Remember the Crazy Rich Asian movie? Yes, Singapore is also featured in this book! Another new inclusion to this book is the trend of influencer marketing. New information all in one place…isn’t that great?!

Not sure yet?🤔🤷‍♀️ No worries…. Amazon offers a sneak peek for the book-😜->Second Edition Out Now!

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