Please use this identifier to cite or link to this item:
https://ruomo.lib.uom.gr/handle/7000/364
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. |
URI: | https://doi.org/10.1002/mar.20944 https://ruomo.lib.uom.gr/handle/7000/364 |
ISSN: | 0742-6046 |
Electronic ISSN: | 1520-6793 |
Other Identifiers: | 10.1002/mar.20944 |
Appears in Collections: | Department of Business Administration |
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