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Social Media Strategy in the Chinese Market: Weibo Platform Case Study
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2014 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Problematisation

Previous study has indicated that social media is an effective marketing tool. Moreover, Weibo, a Chinese social network contains large potential for the companies. However little theoretical guidance exists on what are the key features of Weibo marketing.

Purpose and research question

The purpose of this study contributes to a better understanding of the social media by analyzing the advantages and disadvantages of Weibo for Western companies that expect to launch a successful marketing strategy.

Methodology

This research is done through qualitative approach and is of an abductive nature . It uses a case-study methodology and relying on empirical data and theoretical conceptions. The main empirical findings are based on collection of 13 personal  interviews.

Results and conclusion

The result of this paper contributed to deep understanding of Weibo marketing. Therefore, the theoretical guideline in form of model has been developed and includes 8  key features (4 advantages and 4 disadvantages) that should be considered by Western companies in order to apply successful marketing strategy on Weibo.

Place, publisher, year, edition, pages
2014. , 65 p.
Keyword [en]
Web 2.0, Social media marketing, Sina Weibo, China, Digital marketing
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-230193OAI: oai:DiVA.org:uu-230193DiVA: diva2:739102
Educational program
Freestanding course
Supervisors
Available from: 2014-08-20 Created: 2014-08-20 Last updated: 2014-08-20Bibliographically approved

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Master Thesis from Anna Ivanova & Yunchun Wang(971 kB)1542 downloads
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CiteExportLink to record
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Citation style
  • apa
  • ieee
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Language
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Output format
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