Marketing (Beograd. 1991) (Jan 2018)
Cross-cultural characteristics of international marketing communications on web-site and social media
Abstract
The topic of this paper are cross-cultural specifics of marketing communications on Website and social media. Website is starting point for all activities of a company on Internet. Its global reach is especially important to companies with international orientation. Standardization/adaption dilemma in the context of international marketing communications on website will be evaluated in this paper, from the perspective of cultural influences, especially influences of language and cultural values. Hofstede's cultural dimensions and Hall's classifications of cultures will be used as a theoretical framework for this analysis. On the other hand, social media are becoming highly popular not jus among individuals as users, but among companies, also. Their role in international marketing communications is not widely examined. Cross-cultural differences in social media usage will be part of the analysis in this paper. The aim of this paper is to systemize result of some researches in this area in order to examine necessity of adaption of international marketing communications on website and social media.
