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Moving beyond basic localisation: Culturally customising digital content

Author

Listed:
  • Singh, Nitish
  • Chun, Wootae

    (Assistant Professor of Marketing, University of Northern British Columbia, Canada)

  • Benmamoun, Mamoun

Abstract

The objective of this paper is to provide insights into the localisation imperative in international marketing. The authors argue that the cultural dynamics of international markets requires companies to develop localisation strategies and deliver digital content that resonate with international consumers. This paper attempts to provide insights to support e-commerce marketers in comprehending the importance of cultural customisation on websites and other digital content. Lastly, this study provides managerial insights into how to culturally customise digital content.

Suggested Citation

  • Singh, Nitish & Chun, Wootae & Benmamoun, Mamoun, 2015. "Moving beyond basic localisation: Culturally customising digital content," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 1(1), pages 45-53, August.
    • Handle: RePEc:aza:jcms00:y:2015:v:1:i:1:p:45-53
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    More about this item

    Keywords

    e-commerce; localisation; cultural depiction; digital content;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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