Add to ORKGThis study investigates whether and how multinational companies adapt or standardize the design and content of online communication across different channels when operating in different countries. We perform a content analysis of multinational companies’ websites and Instagram pages to analyze their online communication deployed in two markets: Russia and Italy. This study reveals three main approaches that multinational firms adopt when considering the design and content of websites and social media simultaneously: standardized convergence, adaptive convergence, and cross-media divergence. Furthermore, we confirm that country and industry are important variables to consider when developing cross-border communication in the online context. ...
Convergence is one of the hot topics in Internet studies. Recently, however, media organizations hav...
The Internet, since its inception, has been imagined as a technology that enables information to ove...
Media organizations throughout the Western world struggle to adjust their practices to rapidly chang...
This study investigates whether and how multinational companies adapt or standardize the design and ...
This study investigates whether and how multinational firms synchronize adaptation or standardizatio...
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...
Despite the growing trend toward the interactive medium, there would appear to be a lack of compreh...
Social networks are Internet platforms that aim to create a virtual network where users can communic...
This study was done in order to research how companies’ usage of Social Media differ depending on wh...
To find an appropriate balance between centralization and localization is a key factor for a success...
In today's business world, online communication has become increasingly important for companies to c...
This study examines online social media diffusion across different countries that will help to provi...
This study aims at understanding whether and to what extent companies operating internationally need...
Convergence is one of the hot topics in Internet studies. Recently, however, media organizations hav...
The Internet, since its inception, has been imagined as a technology that enables information to ove...
Media organizations throughout the Western world struggle to adjust their practices to rapidly chang...
This study investigates whether and how multinational companies adapt or standardize the design and ...
This study investigates whether and how multinational firms synchronize adaptation or standardizatio...
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...
Despite the growing trend toward the interactive medium, there would appear to be a lack of compreh...
Social networks are Internet platforms that aim to create a virtual network where users can communic...
This study was done in order to research how companies’ usage of Social Media differ depending on wh...
To find an appropriate balance between centralization and localization is a key factor for a success...
In today's business world, online communication has become increasingly important for companies to c...
This study examines online social media diffusion across different countries that will help to provi...
This study aims at understanding whether and to what extent companies operating internationally need...
Convergence is one of the hot topics in Internet studies. Recently, however, media organizations hav...
The Internet, since its inception, has been imagined as a technology that enables information to ove...
Media organizations throughout the Western world struggle to adjust their practices to rapidly chang...