Approach to Social Media Marketing Strategies in Different World Regions

Abstract

The present study, using a sample of university organizations from different world regions, aims to provide an overview of social media marketing strategies used in different geographical locations. For this purpose, the authors conducted a descriptive study of the communication patterns implemented by university institutions in four regions: Africa and the Middle East, North America, Latin America, and Europe. The study, which adopts a comparative format, contrasts the findings obtained in each of the aforementioned regions, highlighting the existence of both similarities and differences in the social media marketing strategies of the organizations observed. In line with previous research, the authors took Twitter as the social media platform to be monitored.