The Ethnocentric Bias: Why One Size Does Not Fit All in the World of Digital Communication

Author

Michael A. Netzley, Singapore Management UniversityFollow

Publication Type

Book Chapter

Version

publishedVersion

Publication Date

2-2012

Abstract

In this chapter Michael Netzley, PhD at Singapore Management University, discusses the opportunity to see beyond traditional markets. Asia is filled with diverse and fragmented markets, more so than we typically find in the West's mature markets. The larger social media conversation reflects values and market assumptions of these mature markets, and all too often the needs of Asia's many emerging markets go unrepresented. Professional communicators must stop relying on advice crafted within different market conditions and instead lead the way forward by producing solid research as the basis for data-driven communication decisions.

Discipline

Business and Corporate Communications | Communication Technology and New Media

Research Areas

Corporate Communication

Publication

The Social Media MBA: Your Competitive Edge in Social Media Strategy Development and Delivery

Editor

Christer Holloman

First Page

193

Last Page

204

ISBN

9781119963233

Publisher

Wiley

Citation

Netzley, Michael A.. The Ethnocentric Bias: Why One Size Does Not Fit All in the World of Digital Communication. (2012). The Social Media MBA: Your Competitive Edge in Social Media Strategy Development and Delivery. 193-204.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/4610

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.

Additional URL

https://worldcat.org/isbn/978-1119963233