IDEAS home Printed from https://ideas.repec.org/a/aza/jcms00/y2025v9i2p102-118.html
   My bibliography  Save this article

A systematic review of cultural effects on brands’ communication styles across diverse social media channels

Author

Listed:
  • Bayhan, Büşra Oktay

    (PhD student, Institute of Social Sciences, Akdeniz University, Turkey, Turkey)

  • Özbük, Raife Meltem Yetkin

    (Associate Professor, Marketing Department, Akdeniz University, Turkey)

Abstract

The purpose of this paper is: (1) to determine the state of the art regarding the brands’ communication styles in different social media channels and (2) explore the effects of cultural differences on how brands communicate across different social media channels. We employed a systematic literature review (SLR) based on the preferred reporting items for systematic reviews and meta-analyses (PRISMA) method by investigating the Web of Science, Science Direct, Emerald and Scopus databases. Relevant studies were identified and supplemented by a thorough examination of reference lists of these studies. A systematic analysis of 50 articles illustrates that brands’ communication styles on social media are informal and formal, personalised and nonpersonalised, high-context and low-context, social-oriented and task-oriented, responsive and assertive, private and public, communal and exchange and impression enhancement and interactivity enhancement. The brands’ communication styles on social media differ according to cultural nuances, while brand positioning and brand familiarity act as moderators. There is very little published research to reveal the state of the art regarding the literature on brands’ communication styles in different social media channels. This paper represents a pioneering effort in systematically and comprehensively synthesising the existing knowledge about the communication styles of brands on different social media platforms, considering cultural variations. Brands should ensure consistency with their established image, tailor approaches based on brand recognition and adapt to formal communication for new markets. Cross-cultural marketing research with ongoing data analysis empowers managers to refine communication styles using consumer feedback and market insights. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.

Suggested Citation

  • Bayhan, Büşra Oktay & Özbük, Raife Meltem Yetkin, 2025. "A systematic review of cultural effects on brands’ communication styles across diverse social media channels," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 9(2), pages 102-118, May.
  • Handle: RePEc:aza:jcms00:y:2025:v:9:i:2:p:102-118
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/9279/download/
    Download Restriction: Requires a paid subscription for full access.

    File URL: https://hstalks.com/article/9279/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    brand; communication style; culture; social media; systematic literature review (SLR);
    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

    Statistics

    Access and download statistics

    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:aza:jcms00:y:2025:v:9:i:2:p:102-118. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Henry Stewart Talks (email available below). General contact details of provider: .

    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.