The Role of Social Media in International Advertising

Abstract

This chapter introduces the role of social media in international advertising, thus explaining the concept of social media; the overview of international advertising; the relationship between social media and international advertising; the significance of network capability describing the concept of network capability, the application of network capability, and the emerging research trends in network capability; the significance of image transferability describing the concept of image transferability, the application of image transferability, and the emerging research trends in image transferability; and the significance of personal extensibility describing the concept of personal extensibility, the application of personal extensibility, and the emerging research trends in personal extensibility. Social media has the opportunity to capitalize on network capability to bring people together, image transferability which enables marketers to build the brand with larger audiences than ever before, and personal extensibility which allows interactions and relationships in international advertising.