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Global Social Media Usage: Insights Into Reaching Consumers Worldwide
Author(s) -
Singh Nitish,
Lehnert Kevin,
Bostick Kathleen
Publication year - 2012
Publication title -
thunderbird international business review
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.553
H-Index - 37
eISSN - 1520-6874
pISSN - 1096-4762
DOI - 10.1002/tie.21493
Subject(s) - social media , bric , leverage (statistics) , business , china , scale (ratio) , european union , emerging markets , advertising , marketing , world wide web , computer science , political science , international trade , geography , artificial intelligence , cartography , finance , law
This study documents global social media usage patterns based on a large‐scale survey of 4,630 social media users around the world. The study provides insights into how users in the European Union, United States, and BRIC (Brazil, Russia, India, and China) regions use social media for business and personal use. It analyzes variability in global social media platforms being used in these different world regions. The study also presents insights into usage of multilingual content for global social media consumption and the global user propensity to translate social media. Finally, the paper showcases an innovative technology solution to help companies leverage machine and human translation to enable users to translate social media content. © 2012 Wiley Periodicals, Inc.