Abstract
The global reach of social media provides opportunities for e-Retailers. Implementing a global social media strategy maximizes the efficiency of the exchange of information between the target audience and the brand. Information acquisition provides e-Retailers with knowledge about their target audience, while information dissemination spreads awareness about the brand to the target audience. As a result, e-Retailers leveraging user content on social media enable the development of strategic global engagement to reduce cultural complexities. The REALLY framework develops a foundation to leverage user-generated content using standardization for multilayered social media campaigns for e-Retailers. Roxy's global social media campaign is used as a case example to analyze global social media strategy and internationalization.
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