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A publicação pode ser exportada nos seguintes formatos: referência da APA (American Psychological Association), referência do IEEE (Institute of Electrical and Electronics Engineers), BibTeX e RIS.

Exportar Referência (APA) 
Moro, S., Pires, G., Rita, P. & Cortez, P. (2020). A cross-cultural case study of consumers' communications about a new technological product. Journal of Business Research. 121, 438-447
Exportar Referência (IEEE) 
S. M. Moro et al.,  "A cross-cultural case study of consumers' communications about a new technological product", in Journal of Business Research, vol. 121, pp. 438-447, 2020
Exportar BibTeX 
@article{moro2020_1714651263925,
	author = "Moro, S. and Pires, G. and Rita, P. and Cortez, P.",
	title = "A cross-cultural case study of consumers' communications about a new technological product",
	journal = "Journal of Business Research",
	year = "2020",
	volume = "121",
	number = "",
	doi = "10.1016/j.jbusres.2018.08.009",
	pages = "438-447",
	url = "https://www.sciencedirect.com/science/article/abs/pii/S0148296318303850"
}
Exportar RIS 
TY  - JOUR
TI  - A cross-cultural case study of consumers' communications about a new technological product
T2  - Journal of Business Research
VL  - 121
AU  - Moro, S.
AU  - Pires, G.
AU  - Rita, P.
AU  - Cortez, P.
PY  - 2020
SP  - 438-447
SN  - 0148-2963
DO  - 10.1016/j.jbusres.2018.08.009
UR  - https://www.sciencedirect.com/science/article/abs/pii/S0148296318303850
AB  - 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.
ER  -