Social Media and Branding in Asia: Threats and Opportunities

What is it about?

This chapter provides discussion of the literature on brand strategy and social media, including discussion on cultural considerations for brand strategy. The chapter also discusses the nature of social media in Asia with a specific focus on social media in China. The chapter then tries to conceptualise factors of threats-neutrals-opportunities of branding on social media in Asia.

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Why is it important?

The implications for branding in Asian using either Western or Asian or combination of the two different social media platforms indicate possible threats and opportunities for brands. In order to understand areas of threats and opportunities for branding in Asian as well as areas where neutral effect may exist, one must discuss the key elements related to branding in Asian.