Positive electronic Word-of-Mouth on Social Media in China How to market your business with the help of 730 million internet users

In 2010, the American fast food chain McDonald’s launched the “Love McWings” campaign in China, which became a huge success. Over two million Chinese people shared their love to McDondald’s spicy chicken wings online on social media after the campaign announcement the campaign. The company promised to hand out free chicken wings in seven McDonald’s restaurants for seven days, if one million people will participate on the Chinese McDonald’s website (Harward Business Review, 2010). An important trigger for the campaign to become so popular was a fan site set up by McDonald’s on the Chinese social platform QQ. After all, masses of people had to be restricted, because of the huge demand of free chicken wings at the seven shops (Portfolio, 2010). 

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Why does Strong Social Presence magnify Brand Weakness and how can International Brand Managers address this with the help of adequate Webcare?

Social media presence magnifies brand weakness. Learn about the challenges that companies and their brands face by being online and how to deal with them through adequate webcare.

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Why strong social presence magnifies brand weaknesses and how brand managers can address this?

Brands present in the social media environment created tools for consumers to critique brands and magnify weaknesses, due to transparency, loss of brand message and power of social networks

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