IDEAS home Printed from https://ideas.repec.org/a/vrs/manmar/v12y2017i2p189-207n2.html
   My bibliography  Save this article

Intercultural marketing: Culture and its influence on the efficiency of Facebook marketing communication

Author

Listed:
  • Copuš Lukáš

    (Comenius University, Faculty of Management, Bratislava, Slovakia)

  • Čarnogurský Karol

    (Catholic University, Faculty of Education, Ruzomberok, Slovakia)

Abstract

The paper deals with intercultural marketing, which is a combination of two different phenomena - marketing and culture. The first objective of the paper lies in providing theoretical definitions of the above-mentioned areas. Subsequently, the aim is to analyse marketing communication of the selected automotive companies and determine its efficiency on social media within the context of cultural differences and cultural forms as their manifestations. A considerable amount of literature has been published on intercultural marketing, but only a few studies have concentrated on the connection with modern communication tools – i.e. social media. The data come from a research conducted online focused on Facebook. In total 2606 posts on twenty Facebook profiles of selected automotive companies were analysed. Our findings show that the use of standardization and adaptation is not related to the efficiency of marketing communication of individual Facebook profiles. One of the factors that determine the efficiency is cultural specifics visible by cultural forms which were interpreted for each selected culture. The contribution and the originality of this paper lies in providing theoretical and practical information about cultural differences on social media not only for marketing managers operating in different cultures, but also for researchers interested in intercultural marketing.

Suggested Citation

  • Copuš Lukáš & Čarnogurský Karol, 2017. "Intercultural marketing: Culture and its influence on the efficiency of Facebook marketing communication," Management & Marketing, Sciendo, vol. 12(2), pages 189-207, June.
    • Handle: RePEc:vrs:manmar:v:12:y:2017:i:2:p:189-207:n:2
    DOI: 10.1515/mmcks-2017-0012
    as

    Download full text from publisher

    File URL: https://doi.org/10.1515/mmcks-2017-0012
    Download Restriction: no
    File URL: https://libkey.io/10.1515/mmcks-2017-0012?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Hamilton, Mitchell & Kaltcheva, Velitchka D. & Rohm, Andrew J., 2016. "Social Media and Value Creation: The Role of Interaction Satisfaction and Interaction Immersion," Journal of Interactive Marketing, Elsevier, vol. 36(C), pages 121-133.
    2. Salim L Azar & Joana César Machado & Leonor Vacas-de-Carvalho & Ana Mendes, 2016. "Motivations to interact with brands on Facebook – Towards a typology of consumer–brand interactions," Journal of Brand Management, Palgrave Macmillan, vol. 23(2), pages 153-178, March.
    3. Salim Azar & Joana César Machado & Leonor Vacas-De-Carvalho & Ana Mendes, 2016. "Motivations to interact with brands on Facebook – Towards a typology of consumer–brand interactions," Post-Print hal-03065869, HAL.
    4. Hudson, Simon & Huang, Li & Roth, Martin S. & Madden, Thomas J., 2016. "The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors," International Journal of Research in Marketing, Elsevier, vol. 33(1), pages 27-41.
    5. Linda Gonzalez Lafaysse & Catherine Madrid, 2016. "Facebook and sustainable development: a case study of a French supermarket chain," Post-Print hal-03259514, HAL.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Muhammad Waqas & Zalfa Laili Hamzah & Noor Akma Mohd Salleh, 2022. "Branded content experience in social media settings: a consumer culture theory perspective," Journal of Brand Management, Palgrave Macmillan, vol. 29(2), pages 225-240, March.
    2. Shaun M. Powell, 2016. "Journal of Brand Management – Year end review 2016," Journal of Brand Management, Palgrave Macmillan, vol. 23(6), pages 601-611, November.
    3. Moorlock, Emily & Dekel-Dachs, Ofer & Stokes, Peter & Larsen, Gretchen, 2023. "Constructing Consumer-Masstige brand relationships in a volatile social reality," Journal of Business Research, Elsevier, vol. 155(PA).
    4. Eigenraam, Anniek W. & Eelen, Jiska & van Lin, Arjen & Verlegh, Peeter W.J., 2018. "A Consumer-based Taxonomy of Digital Customer Engagement Practices," Journal of Interactive Marketing, Elsevier, vol. 44(C), pages 102-121.
    5. Melanie Schreiner & Thomas Fischer & Rene Riedl, 2021. "Impact of content characteristics and emotion on behavioral engagement in social media: literature review and research agenda," Electronic Commerce Research, Springer, vol. 21(2), pages 329-345, June.
    6. Machado, Joana César & Vacas-de-Carvalho, Leonor & Azar, Salim L. & André, Ana Raquel & dos Santos, Barbara Pires, 2019. "Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love," Journal of Business Research, Elsevier, vol. 96(C), pages 376-385.
    7. Snehasish Banerjee & Alton Y. K. Chua, 2019. "Identifying the antecedents of posts’ popularity on Facebook Fan Pages," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 621-633, November.
    8. Pedeliento, Giuseppe & Andreini, Daniela & Veloutsou, Cleopatra, 2020. "Brand community integration, participation and commitment: A comparison between consumer-run and company-managed communities," Journal of Business Research, Elsevier, vol. 119(C), pages 481-494.
    9. Shakeel ul Rehman & Rafia Gulzar & Wajeeha Aslam, 2022. "Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach," SAGE Open, , vol. 12(2), pages 21582440221, May.
    10. Mary Beth Pinto & Arpan Yagnik, 2017. "Fit for life: A content analysis of fitness tracker brands use of Facebook in social media marketing," Journal of Brand Management, Palgrave Macmillan, vol. 24(1), pages 49-67, January.
    11. Taesoo Cho & Taeyoung Cho & Guosong Zhao & Hao Zhang, 2020. "The Impact of South Korea Golf Resort Social Network Services Advertising and Online Word of Mouth on Consumer Brand Value," Sustainability, MDPI, vol. 12(11), pages 1-13, May.
    12. Betzing, Jan H. & Kurtz, Michael & Becker, Jörg, 2020. "Customer Participation in Virtual Communities for Local High Streets," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    13. Bárbara Castillo-Abdul & Mónica Bonilla-del-Río & Estela Núñez-Barriopedro, 2021. "Influence and Relationship between Branded Content and the Social Media Consumer Interactions of the Luxury Fashion Brand Manolo Blahnik," Publications, MDPI, vol. 9(1), pages 1-15, March.
    14. Youn Kue Na & Sungmin Kang, 2018. "Sustainable Diffusion of Fashion Information on Mobile Friends-Based Social Network Service," Sustainability, MDPI, vol. 10(5), pages 1-23, May.
    15. Omar A. Alismaiel & Javier Cifuentes-Faura & Waleed Mugahed Al-Rahmi, 2022. "Online Learning, Mobile Learning, and Social Media Technologies: An Empirical Study on Constructivism Theory during the COVID-19 Pandemic," Sustainability, MDPI, vol. 14(18), pages 1-15, September.
    16. Cai, Ya-Jun & Lo, Chris K.Y., 2020. "Omni-channel management in the new retailing era: A systematic review and future research agenda," International Journal of Production Economics, Elsevier, vol. 229(C).
    17. Dong Hoo Kim & Doori Song, 2019. "Can brand experience shorten consumers’ psychological distance toward the brand? The effect of brand experience on consumers’ construal level," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 255-267, May.
    18. Zaif Alexandra & Cerchia Alina Elena, 2019. "The Importance of Integrating Digital Marketing within the Sales Strategy of Luxury Brands," Risk in Contemporary Economy, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, pages 119-127.
    19. Zhang, Chu-Bing & Zhang, Zhuo-Ping & Chang, Ying & Li, Tian-Ge & Hou, Ru-Jing, 2022. "Effect of WeChat interaction on brand evaluation: A moderated mediation model of para-social interaction and affiliative tendency," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    20. Irina Maiorescu & Mihaela Bucur & Bogdan Georgescu & Daniel Moise & Vasile Alecsandru Strat & Ion Daniel Zgură, 2020. "Social Media and IOT Wearables in Developing Marketing Strategies. Do SMEs Differ From Large Enterprises?," Sustainability, MDPI, vol. 12(18), pages 1-18, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:manmar:v:12:y:2017:i:2:p:189-207:n:2. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.