The Role of Social Media in International Advertising

The Role of Social Media in International Advertising

Kijpokin Kasemsap (Suan Sunandha Rajabhat University, Thailand)
DOI: 10.4018/978-1-5225-1793-1.ch036
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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).

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