A cross-cultural comparison o social media marketing strategies development: evidence from Finland, China and Brazil

Despite the dramatically increasing number of social media marketing strategies (SMMS) studies in recent years, the research on social media strategies in the international context remains scarce. This study aims to fulfill the research gap and responds to calls for appropriate strategies for companies to deal with social media in this changing landscape. Through the explorative and comparative study between companies from Finland, China, and Brazil, we show the key elements in the SMMS developmental process. We further explore the impact of cultural dimensions on SMMS development. We propose a framework that offers guidance to firms in developing SMMS and provide a theoretical understanding of the moderating role of cultural values. The proposed framework and findings in the development of SMMS can serve as a basis for future research and give insightful managerial implications, namely for firms acting in different cultural settings.