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July 19, 2016

Japanese firms use Vine stars to seem hip

  • Executives are generally so clueless about appealing to youngsters they need all the marketing help they can get from teenage Viners' videos.
  • By YURI KAGEYAMA
    AP Business Writer

    TOKYO — What's helping turn Japanese youngsters into stars on Vine, the Twitter-owned social network devoted to looping, six-second video clips, is the stodginess of this nation's business world.

    Japan Inc. companies, both big and small, are generally so clueless about appealing to youngsters — especially young women and especially on social networks — they need all the help they can get from teenage Viners for marketing.


     
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