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Individual assignment  – 2000 words

Theme: social media marketing across cultures.

Aims of the assignment

• To enable you to learn about a new culture of your choice.
• To explore the effects of a different culture on consumer attitudes and behaviour and how exporting firms can use this knowledge effectively.
• To identify and review appropriate literature on culture and social media to apply relevant theories and concepts on consumer and exporting firms use of social media.

Key tasks (FOCUS THESE POINTS)

Select an overseas country of interest (but it cannot be the UK, Turkey, France). You should then address the following 4 points:

• Based on the theories and concepts from the literature, describe, discuss and interpret what is known, in general, about consumers, customers and managers motivations and behaviour in the social media environment.(Literature review concepts about consumers, customers, and managers motives and behaviour in the social media.)
• Using your research of what is known from the literature about social media discussed in point 1, critically evaluate and apply appropriate cultural theories and concepts to explain how and why they might affect motivations and behaviour in social media in your selected country. (Research literature about social media about what is discussed at p1, apply cultural theories and concepts to explain how + why they might affect motivations + behaviours in social media in your selected country.)
• From your findings, discuss the implications of this knowledge of culture and social media for SME exporters.
• Identify avenues for further research. (Identify future awareness for further research.)

Social media perspectives:

1. Personal individual, social use and perspective (deliberative/communitarian)
2. Organisational and managerial perspective (instrumental)

Assignment is research to examine: (IMPORTANT)

• The motivations for individuals and organisations/managers to engage in social media and their behaviour – what is known from the extant research.
• To use the “lens” of cultural theories and concepts to use as a framework apply to what is known about the cultural aspects of your selected country
• From this what are the cultural implications and advice for SMEs and effective use of social media

Types of literature and purpose:

• Secondary literature – from industry; market reports; reports on countries; use of technology etc.,
• Provides the context for your study – in this assignment it relates to facts and figures in the introduction – brief section on global adoption of social media and then focus on your country
• This includes compact data on the devices used and the digital social media platforms in your country
• For the introductory section of your essay
• Academic literature – published in journals or specialist books
• Provides the theories, concepts and knowledge