This study investigates whether and how multinational firms synchronize adaptation or standardization approaches for the design and content of their website and social media channels when operating in different countries. We perform a content analysis of multinational firms’ website and Instagram page to analyze their design and content deployed in two markets: Russia and Italy. This study reveals that firms exhibit different degrees of standardization versus adaptation of the website and social media’s design and content based on the country and industry context. Firms that sharply differ in the design and content between website and social media are usually used to standardize the cross-border communication through websites and adapt it t...
Despite the growing trend toward the interactive medium, there would appear to be a lack of compreh...
The Internet, since its inception, has been imagined as a technology that enables information to ove...
This study aims at understanding whether and to what extent companies operating internationally need...
This study investigates whether and how multinational firms synchronize adaptation or standardizatio...
This study investigates whether and how multinational companies adapt or standardize the design and ...
Reaching communication consistency across online channels like websites and social media is pivotal ...
The topic of this paper are cross-cultural specifics of marketing communications on Website and soci...
The standardization vs. adaptation debate in international marketing is still ongoing, yet, in the o...
To find an appropriate balance between centralization and localization is a key factor for a success...
Do companies adopt standardised strategy in the web communication or do they localise in the differe...
This study was done in order to research how companies’ usage of Social Media differ depending on wh...
Social networks are Internet platforms that aim to create a virtual network where users can communic...
Websites offer new opportunities for marketing and companies are investing more in websites. MNCs ar...
Advertising is a huge worldwide industry growing in importance due to the high penetration rate thro...
While extensive empirical and theoretical literature has been developed on organizational adaptation...
Despite the growing trend toward the interactive medium, there would appear to be a lack of compreh...
The Internet, since its inception, has been imagined as a technology that enables information to ove...
This study aims at understanding whether and to what extent companies operating internationally need...
This study investigates whether and how multinational firms synchronize adaptation or standardizatio...
This study investigates whether and how multinational companies adapt or standardize the design and ...
Reaching communication consistency across online channels like websites and social media is pivotal ...
The topic of this paper are cross-cultural specifics of marketing communications on Website and soci...
The standardization vs. adaptation debate in international marketing is still ongoing, yet, in the o...
To find an appropriate balance between centralization and localization is a key factor for a success...
Do companies adopt standardised strategy in the web communication or do they localise in the differe...
This study was done in order to research how companies’ usage of Social Media differ depending on wh...
Social networks are Internet platforms that aim to create a virtual network where users can communic...
Websites offer new opportunities for marketing and companies are investing more in websites. MNCs ar...
Advertising is a huge worldwide industry growing in importance due to the high penetration rate thro...
While extensive empirical and theoretical literature has been developed on organizational adaptation...
Despite the growing trend toward the interactive medium, there would appear to be a lack of compreh...
The Internet, since its inception, has been imagined as a technology that enables information to ove...
This study aims at understanding whether and to what extent companies operating internationally need...