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Different market, different practice?: How companies use Social Media in the USA, Japan and Germany
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2012 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

This study was done in order to research how companies’ usage of Social Media differ depending on which country they operate in. Little prior research had been done on whether companies in different countries use Social Media differently. This study was a first attempt to identify nuances in the field of country-specific characteristics in companies’ Social Media usage. 21 interviews with seven Social Media practitioners on the US, Japanese and German market were conducted. The findings showed that there are differences between how companies’ communicate, interact and measure Social Media. In conclusion, on the US market, companies that are successful in Social Media put emphasis on asking questions and listening to their consumers’ answers. On the Japanese market, companies that perform well drive interaction through sales promotion, and successful German companies tailor their communication to ultimately generate loyalty.

Place, publisher, year, edition, pages
2012. , 48 p.
Keyword [en]
Social Media, Communication, Interaction, Measurements, USA, Japan, Germany, Market-specific differences
National Category
Business Administration
URN: urn:nbn:se:uu:diva-176734OAI: diva2:536977
Subject / course
Business Studies
Social and Behavioural Science, Law
Available from: 2012-06-25 Created: 2012-06-25 Last updated: 2012-06-25Bibliographically approved

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Rudwall Runbert, PetterNorlander, OskarKos, Johan
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