The purpose of this chapter is the comparison of social media strategy on Twitter and Sina Weibo by the German company Adidas. A successful social media campaign is pushing brand awareness and companies improve their focus on that. Due to the internet censorship of the Chinese government, the social media landscape in China differs from the Western world. Therefore, companies need cultural and linguistic know how to be successful on Chinese platforms like Sina Weibo. The chapter compares how Adidas uses Twitter and Sina Weibo for their marketing purpose. Cultural differences and the local adaption of their social media appearance will be presented.
The purpose of this chapter is the comparison of social media strategy on Twitter and Sina Weibo by the German company Adidas. A successful social media campaign is pushing brand awareness and companies improve their focus on that. Due to the internet censorship of the Chinese government, the social media landscape in China differs from the Western world. Therefore, companies need cultural and linguistic know how to be successful on Chinese platforms like Sina Weibo. The chapter compares how Adidas uses Twitter and Sina Weibo for their marketing purpose. Cultural differences and the local adaption of their social media appearance will be presented.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.