McDonald's social media marketing strategy in the AIGC era / Zhen Fang, Chunyi Zhang, Yujie Wang.

Format:

Book

Author/Creator:

Fang, Zhen, active 2024, author.

Zhang, Chunyi, author.

Wang, Yujie (Professor of automation), author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Internet marketing--Case studies.

Internet marketing.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : School of Management, Fudan University, 2024.

Summary:

To adapt to China's evolving market, McDonald's, an established giant in the Western fast-food industry, has advanced its digital transformation since 2016. McDonald's China collaborated with the company Target Social to develop algorithms that extract key information from big data, assisting marketers with social media insights, content creation, and influencer selection, achieving "circle-breaking" success in social media marketing. In today's rapidly developing technological landscape, digital marketing methods have become diverse and abundant. Why does McDonald's focus its social media marketing strategy on content "circle-breaking"? Can this strategy balance the goals of short-term sales and long-term brand mind-set?

Notes:

Description based on XML content.

ISBN:

979-83-488-5117-0

OCLC:

1569208683

Publisher Number:

T300917