A Cross-Cultural Comparison of a Global Brand's Strategies on Micro-Blogging Sites: Sina Weibo vs. Twitter

Micro-blogging platforms have been used increasingly by multinational companies as a marketing tool. Global corporations utilize platforms such as Twitter and Weio, leading micro-blogging sites, and promote their brand equity and increase engagement with their customers. The question is whether they use these platforms strategically, localizing the content and the structure to meet the needs of their target population. This study uses case study content analysis to begin answering this question. Starbucks posts over a one-month period on Twitter in the U.S. and on Sina Weibo in China were analyzed using three existing validated frameworks: descriptive analysis, content classification, and content customization. The results indicate that Starbucks somewhat localizes its posts to its Chinese consumers, in terms of content, symbols, values, and offerings. In terms of descriptive analysis, the study found that Starbucks underutilizes its Sina Weibo site compared to its Twitter site; posts more community-related information on Sina Weibo than on Twitter; and provides more action-related information on Twitter than on Weibo. This paper goes on to suggest micro-blogging strategies for multinational companies in the Managerial Implications section and concludes with a discussion on the direction of future research for scholars in this field.