We or I? Survival and success challenges jokeasses. Issue 1 (7th March 2022)

• Record Type: Journal Article
• Authors: Polozhentseva, Yuliya; Kazybekova, Ulzhan; Subalova, Madina; Ghosh, Anjan
• Is Part Of: Emerald emerging markets case studies. Volume 12:Issue 1(2022)
• Page Start: 1
• Page End: 23
• Publication Date: 2022-03-07
• Subjects: Social media strategy -- Entrepreneurship -- Entrepreneurial skills -- Small businesses
• DOI: 10.1108/EEMCS-03-2021-0085
• Languages: English
• ISSNs: 2045-0621

Abstract

Abstract : Learning Outcomes: The learning outcomes are as follows: to understand the internal processes that take place in social media influencers operations; to evaluate the role communication and planning in the social media marketing process; to discover the importance of social media as a pinnacle of new communication mix tool; to make strategic decisions in managing a social media account; and to highlight how the team internal interactions could determine the success and profitability of the social media influencer. Case overview/Synopsis: Case deals with the growth and managing issues faced by the social media influencers in Kazakhstan. The case shows the other side of social media marketing, where the main focus is shifted from the corporate clients, who use social media influencer, toward the influencers themselves and challenges faced by them. Hence, the case reveals the story of Jokeasses team, who are based in Kazakhstan with significant following both on Instagram and YouTube platforms. The decision-making dilemmas in the case focused upon not only the issues of brand formation but also how online brand could be transferred into profitable enterprise. Complexity academic level: Bachelor Supplementary materials: Teaching notes are available for educators only. Please contact your library to gain login details or email [e-mail] to request teaching notes. Subject code: CSS 3: Entrepreneurship.