Global Social Media Usage: Insights Into Reaching Consumers Worldwide
Article first published online: 29 AUG 2012
© 2012 Wiley Periodicals, Inc.
Thunderbird International Business Review
Volume 54, Issue 5, pages 683–700, September/October 2012
How to Cite
Singh, N., Lehnert, K. and Bostick, K. (2012), Global Social Media Usage: Insights Into Reaching Consumers Worldwide. Thunderbird Int'l Bus Rev, 54: 683–700. doi: 10.1002/tie.21493
- Issue published online: 29 AUG 2012
- Article first published online: 29 AUG 2012
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.