A cross-cultural case study of consumers' communications about a new technological product
Autor(a) principal: | |
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Data de Publicação: | 2018 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/16579 |
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. |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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A cross-cultural case study of consumers' communications about a new technological productStandardisation and adaptationNew technological productSocial mediaCosmopolitanismText miningTopic modellingUsing 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.Elsevier2018-09-07T11:20:37Z2019-09-07T00:00:00Z2020-01-01T00:00:00Z20202020-11-20T15:45:46Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10071/16579eng0148-296310.1016/j.jbusres.2018.08.009Moro, S.Pires, G.Rita, P.Cortez, P.info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:44:35Zoai:repositorio.iscte-iul.pt:10071/16579Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:21:10.995175Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
A cross-cultural case study of consumers' communications about a new technological product |
title |
A cross-cultural case study of consumers' communications about a new technological product |
spellingShingle |
A cross-cultural case study of consumers' communications about a new technological product Moro, S. Standardisation and adaptation New technological product Social media Cosmopolitanism Text mining Topic modelling |
title_short |
A cross-cultural case study of consumers' communications about a new technological product |
title_full |
A cross-cultural case study of consumers' communications about a new technological product |
title_fullStr |
A cross-cultural case study of consumers' communications about a new technological product |
title_full_unstemmed |
A cross-cultural case study of consumers' communications about a new technological product |
title_sort |
A cross-cultural case study of consumers' communications about a new technological product |
author |
Moro, S. |
author_facet |
Moro, S. Pires, G. Rita, P. Cortez, P. |
author_role |
author |
author2 |
Pires, G. Rita, P. Cortez, P. |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Moro, S. Pires, G. Rita, P. Cortez, P. |
dc.subject.por.fl_str_mv |
Standardisation and adaptation New technological product Social media Cosmopolitanism Text mining Topic modelling |
topic |
Standardisation and adaptation New technological product Social media Cosmopolitanism Text mining Topic modelling |
description |
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. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-09-07T11:20:37Z 2019-09-07T00:00:00Z 2020-01-01T00:00:00Z 2020 2020-11-20T15:45:46Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10071/16579 |
url |
http://hdl.handle.net/10071/16579 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
0148-2963 10.1016/j.jbusres.2018.08.009 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Elsevier |
publisher.none.fl_str_mv |
Elsevier |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799134772809695232 |