Social Media Marketing in Emerging Economies: A Mongolian Case Study

摘要

There exists substantial research on social media marketing (SMM) in the United States and other developed countries. Studies of SMM in emerging economies, such as the eleven Global Growth Generator (3G) economies, are rare. This study seeks to discover and characterize the use of social media marketing channels in the Republic of Mongolia, an emerging economy, transitioning from socialism and at the earliest stages of marketing development. The study is limited to twenty companies listed on the Mongolia stock exchange. These companies are categorized by whether they are involved in social media marketing based on direct or indirect presence on Facebook, YouTube, or Twitter with supporting quantitative data on activity levels. Also, specific content is examined descriptively in order to characterize the primarily functions of social media marketing in this special environment.