A content analysis of multinationals' Web communication strategies:cross-cultural research framework and pre-testing
Entity
UAM. Departamento de Financiación e Investigación ComercialDate
2002Citation
10.1108/10662240210447137
Internet research: Electronic networking applications and policy 12.5 (2002): 380-390
ISSN
1066-2243DOI
10.1108/10662240210447137Editor's Version
http:// 10.1108/10662240210447137Subjects
Internet; Marketing communications; lnformation; National cultures; Multinationals; Economía; EmpresaRights
© MCB UP Limited (MCB) 2002Abstract
Despite the growing trend toward the interactive medium,
there would appear to be a lack of comprehensive research
methodology for evaluating the degree of standardisation in
multinational corporations' (MNCs') online communication
strategies across differing cultures. The objective of this
exploratory study is to construct a research framework for
cross-cultural comparison of corporate Web pages, applying
traditional advertising content study techniques. A series of pretests
were conducted to examine three explanatory variables,
i.e. information content, cultural values and creative strategies
on Japanese MNCs' product-based home pages in Japan, Spain
and the USA. The results revealed that Japanese firms tended
to localise their online communication strategies in their target
markets. In closing, future research directions are discussed and
content analysis research designs are summarised.
Files in this item
Google Scholar:Okazaki, Shintaro
-
Alonso Rivas, Javier
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