The Role of Social Media in International Advertising

The Role of Social Media in International Advertising

Kijpokin Kasemsap (Suan Sunandha Rajabhat University, Thailand)
DOI: 10.4018/978-1-4666-8125-5.ch010
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This chapter introduces the role of social media in international advertising, thus explaining the concept of social media; the overview of international advertising; the relationship between social media and international advertising; the significance of network capability describing the concept of network capability, the application of network capability, and the emerging research trends in network capability; the significance of image transferability describing the concept of image transferability, the application of image transferability, and the emerging research trends in image transferability; and the significance of personal extensibility describing the concept of personal extensibility, the application of personal extensibility, and the emerging research trends in personal extensibility. Social media has the opportunity to capitalize on network capability to bring people together, image transferability which enables marketers to build the brand with larger audiences than ever before, and personal extensibility which allows interactions and relationships in international advertising.
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Social media can be an effective vehicle for international advertisers based on executing and making good use of the three social media capabilities (i.e., network capability, image transferability, and personal extensibility) in the international marketplace (Okazaki & Taylor, 2013). The combination of network capability, image transferability, and personal extensibility creates opportunity for advertisers by cutting across these boundaries. Network capability allows for communications across boundaries that are faster and more frequent than ever before and has had a big impact on global marketers. Image transferability offers considerable brand building capability for marketers as advertising in social media can be used to build and reinforce brand image with consumers across the world. The personal extensibility allows marketers to capitalize on consumers’ desire for more interaction with others across cultures (Okazaki & Taylor, 2013).

Key Terms in this Chapter

Advertisement: The paid, non-personal, public communication about causes, goods and services, ideas, organizations, people, and places, through means such as direct mail, telephone, print, radio, television, and internet.

Advertising: The activity or profession of producing information for promoting the sale of commercial products or services.

Social media: The internet or cellular phone-based application and tools to share information among people.

Communication Channel: A medium through which a message is transmitted to its intended audience, such as print media or broadcast media.

Communications: All methods of symbolic or verbal communication that people and machines use to make contact and share information each other.

Message: Underlying idea or theme in an advertisement, or the central or primary content or information, that passes from a communicator to a receiver.

Advertising Appeal: The distinctive claim of an advertising. Creating advertising appeal for a good or service begins with identifying a reason for people to buy it. Advertising agencies build advertising campaigns around this appeal.

Information Technology: The set of tools, processes, and associated equipment employed to collect, process, and present information.

Internet: A means of connecting a computer to any other computer anywhere in the world via the dedicated routers and servers.

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