We or I? Survival and success challenges jokeasses

Polozhentseva Y. Kazybekova U. Subalova M. Ghosh A.
2022 Emerald Group Holdings Ltd.

Emerald Emerging Markets Case Studies
2022 #12 Issue 1 1 - 23 pp.

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 support@emeraldinsight.com to request teaching notes. Subject code: CSS 3: Entrepreneurship.

Entrepreneurial skills , Entrepreneurship , Small businesses , Social media strategy

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Department of Applied Finance, Narxoz University, Almaty, Kazakhstan
Faculty of Sociology and Social Work, Al-Farabi Kazakh National University, Almaty, Kazakhstan
Project Management Institute, Satbayev University, Almaty, Kazakhstan
Silk Route Case Center, Narxoz University, Almaty, Kazakhstan

Department of Applied Finance
Faculty of Sociology and Social Work
Project Management Institute
Silk Route Case Center

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