The Globalization of Social Media: Consumer Relationships with Brands Evolve in the Digital Space

Editor’s Note: The findings that follow represent a compilation from the first five stages—or “Waves”—of a multi-stage Universal McCann (UM) global social-media study.

The Globalization of Social Media: Consumer Relationships with Brands Evolve in the Digital Space

Graeme Hutton and Maggie Fosdick

Universal McCann (UM)

INTRODUCTION: RIDING THE WAVE

Social-Media Ecosystem

Since Universal McCann (UM) initiated its “Wave”...