Challenges and Opportunities for Social Media in Emerging Markets

Abstract

As social media’s influence continues to expand, businesses in North America are using new technology to reach users in emerging markets in ways that were impossible before. While such social networking websites as Facebook and Twitter grant tremendous new growth opportunities for businesses, there are also challenges to the adoption of social media in emerging markets. Such challenges include technological infrastructure, government regulations and the cultural values of these expanding markets. Herein, the authors examine the literature on social media in emerging markets to determine the opportunities and obstacles for North American companies seeking expansion