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Social media and business practices in emerging markets: still unexplored

Social media and business practices in emerging markets: still unexplored JAMR Guest editorial 15,2 Not all social media-amplified campaigns that worked in the developed markets succeed in the emerging markets. For instance, YouTube and Twitter-driven TV advertising campaign featuring Mustafa helped Old Spice to increase its reach and sale in 2010 in the USA; few later, it failed to recreate the magic in India featuring Milind Soman[1]. The literature indicates that social discussions can provide immense insights into the domain-specific understanding ( Joseph et al., 2017; Aswani et al., 2018) and economy specific explorations become important to study under such a context. For example, the linkage between stock prices and social media sentiments is positive in the developed world (Bollen et al., 2011), but there was no relationship for social discussions and market performances in emerging economies (Kaushik et al., 2017; Mohan and Kar, 2017). Though the reasons could be obvious – cultural differences, weak social media penetration, and language of the content, academic research exploring the differences between these markets are modest. The present special issue attempts to fill this gap with a focus on emerging markets. The issue focuses on the social media and business practices in the emerging markets. Emerging markets, roughly mapped on the BRICS http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Advances in Management Research Emerald Publishing

Social media and business practices in emerging markets: still unexplored

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0972-7981
DOI
10.1108/JAMR-05-2018-111
Publisher site
See Article on Publisher Site

Abstract

JAMR Guest editorial 15,2 Not all social media-amplified campaigns that worked in the developed markets succeed in the emerging markets. For instance, YouTube and Twitter-driven TV advertising campaign featuring Mustafa helped Old Spice to increase its reach and sale in 2010 in the USA; few later, it failed to recreate the magic in India featuring Milind Soman[1]. The literature indicates that social discussions can provide immense insights into the domain-specific understanding ( Joseph et al., 2017; Aswani et al., 2018) and economy specific explorations become important to study under such a context. For example, the linkage between stock prices and social media sentiments is positive in the developed world (Bollen et al., 2011), but there was no relationship for social discussions and market performances in emerging economies (Kaushik et al., 2017; Mohan and Kar, 2017). Though the reasons could be obvious – cultural differences, weak social media penetration, and language of the content, academic research exploring the differences between these markets are modest. The present special issue attempts to fill this gap with a focus on emerging markets. The issue focuses on the social media and business practices in the emerging markets. Emerging markets, roughly mapped on the BRICS

Journal

Journal of Advances in Management ResearchEmerald Publishing

Published: May 14, 2018

References