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The global digital trend is growing rapidly worldwide with billions of users and more than a quarter of the users live in Southeast Asia. Knowing this region is viable to the success of your global fast food expansion, you and your boss invite a Chinese marketing communications consultant who is visiting the United States next week to meet with you to determine the social media marketing strategy for the global fast food franchise. Given that digital social media are powerful marketing communication channels, discuss the following:

  • Describe the similarities and differences among social media in the US and China.
  • How would you use social media to grow the fast food franchise business in this China?
  • What influence will social media have on consumer behavior as a result of the differences in cultural values and attitudes?
  • Explain how cultural diversity affects ethical and legal decisions about social media.
 
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