Cultural diversity and digitalization of marketing communication : agenda for future research

Abstract

Drawing on cross-cultural research, the study highlights the applicability of GLOBE cultural framework for international digital marketing communication research (IDMC). The review of literature shows that we lack knowledge about what role culture plays in the use and effectiveness the of several innovative digital marketing tools, namely consumer-generated advertising (CGA), consumer-generated brand communication (CGBC), firm-created advertising, and branding in digital space. The study proposes avenues for IDMC research by embracing the role of culture, the pursuit of which would be beneficial to both academicians and managers. Lastly, the study discusses the usefulness of several research methods for IDMC research.