Ciência-IUL
Publicações
Descrição Detalhada da Publicação
Título Revista
Journal of Business Research
Ano (publicação definitiva)
2020
Língua
Inglês
País
Estados Unidos da América
Mais Informação
Web of Science®
Scopus
Google Scholar
Abstract/Resumo
Using a case-study based approach, this research contributes to the standardisation versus adaptation debate in global marketing. It analyses the influence of the local culture dimension reflected in consumers' comments in the Facebook platform regarding a new global technological product, the Samsung Galaxy S8/S8+, launched worldwide in 2017. Consumers' comments about this new smartphone were gathered and analysed for three cultural distinct English-speaking countries: Australia, India, and South Africa.
The analysis' procedure consisted of a text mining and topic modelling approach, including sentiment classification analysis, to discern and understand consumers' responses to global brand communications.
The findings indicate that cultural aspects still play a key role in consumers' reactions to the product in each country, justifying the continued need for marketing strategies that conflate pursuing economies of scale with accounting for the cultural sensitivities of demand at country level. Evidence of consumers attitudes' and behaviours' homogenisation across countries is still limited.
Agradecimentos/Acknowledgements
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Palavras-chave
Standardisation and adaptation,New technological product,Social media,Cosmopolitanism,Text mining,Topic modelling
Classificação Fields of Science and Technology
- Economia e Gestão - Ciências Sociais
Registos de financiamentos
Referência de financiamento | Entidade Financiadora |
---|---|
UID/MULTI/0446/2013 | Fundação para a Ciência e a Tecnologia |
UID/PSI/03125/2013 | Fundação para a Ciência e a Tecnologia |