DigiAsia: How social media can uncover different facets of Asian youth

Rakesh Kumar and Madhumita Chakraborty

In many developing Asian countries, face-to-face research is still the norm and social media is seen as largely a channel to communicate with youth, and not really listen to them, despite its potential as a tool for keeping abreast of changing values, expressions and aspirations.

DigiAsia: How social media can uncover different facets of Asian youth

Rakesh KumarFirefly Millward Brown, SingaporeMadhumita ChakrabortyPepsiCo International (Beverages BU), India

Introduction

For youth marketers like Pepsi, social media is a potent tool to keep abreast of changing youth values, expressions and aspirations. While marketers realize the growing importance of tapping into youth conversations in channels outside of qualitative FGDs, in most of the developing Asian countries face to face research is still the norm; and social media is seen as largely a channel to communicate – not really listen – to youth. The qualitative social media...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands