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Title: Standardization, Adaptation, and Personalization of International Corporate Social Media Communications
Authors: Hatzithomas, Leonidas
Fotiadis, Thomas A.
Coudounaris, Dafnis N.
Type: Article
Subjects: FRASCATI::Social sciences::Economics and Business
Keywords: Social media communications
Issue Date: 2016
Publisher: Wiley
Source: Psychology and Marketing
Volume: 33
Issue: 12
First Page: 1098
Last Page: 1105
Abstract: This research examines both the standardization versus adaptation of Vodafone’s international corporate social media communications strategy in Study 1 and consumers’ attitudes toward this strategy in Study 2. Study 1 investigates Vodafone’s strategy in Facebook through a content analysis and Study 2 focuses on consumers’ attitudes through a qualitative approach of 12 Facebook fans: 6 in the UK and 6 in Greece. The findings reveal that Vodafone implements a local strategy in corporate Facebook campaigns, taking into account the cultural differences between these countries. The results also indicate that the debate on the international corporate Facebook communications strategy should extend beyond the standardization/adaptation dichotomy, pointing out the pivotal role of personalization.
ISSN: 0742-6046
Electronic ISSN: 1520-6793
Other Identifiers: 10.1002/mar.20944
Appears in Collections:Department of Business Administration

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