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
    as

    Download full text from publisher

    File URL: https://www.degruyter.com/view/j/mmcks.2017.12.issue-2/mmcks-2017-0012/mmcks-2017-0012.xml?format=INT
    Download Restriction: no

    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.

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

    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 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.

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

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.