The impact of social media in Cross-cultural Marketing and Sales
Yusuf, Abdirahman (2023)
2023
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023120133586
https://urn.fi/URN:NBN:fi:amk-2023120133586
Tiivistelmä
In an era where digital platforms bridge the distances between global markets, understanding the degree of cross-cultural communication becomes paramount for businesses leveraging social media. This thesis explores the potency and challenges of integrating social media marketing within diverse cultural contexts. It examines how cultural factors influence consumer engagement and the effectiveness of marketing strategies across different social media platforms, with a particular focus on visual content platforms like Instagram and TikTok.
Through a mixed-methods approach, combining consumer and business surveys with a critical literature review, this study delves into the current practices and perceptions of cross-cultural marketing. It highlights the Fenty as a benchmark for inclusivity and the importance of authenticity in storytelling. The research identifies a gap in small and medium-sized enterprises' (SMEs) ability to engage in cross-cultural marketing compared to larger corporations with more resources.
The findings suggest that businesses must conduct cultural sensitivity audits, embrace diversity within their teams, and engage with local communities to create resonant and culturally rich content. The thesis concludes with strategic recommendations for businesses to enhance their cross-cultural marketing efforts and calls for ongoing research to adapt to the rapidly evolving digital marketing landscape.
Through a mixed-methods approach, combining consumer and business surveys with a critical literature review, this study delves into the current practices and perceptions of cross-cultural marketing. It highlights the Fenty as a benchmark for inclusivity and the importance of authenticity in storytelling. The research identifies a gap in small and medium-sized enterprises' (SMEs) ability to engage in cross-cultural marketing compared to larger corporations with more resources.
The findings suggest that businesses must conduct cultural sensitivity audits, embrace diversity within their teams, and engage with local communities to create resonant and culturally rich content. The thesis concludes with strategic recommendations for businesses to enhance their cross-cultural marketing efforts and calls for ongoing research to adapt to the rapidly evolving digital marketing landscape.