Global Brands, Local Impact – How Culturally Adapted Marketing Affects Consumer Behavior in terms of Social Media Engagement and Purchasing Intentions: A Swedish Perspective
(2024) IBUH19 20241Department of Business Administration
- Abstract
- As the world becomes a global market and the number of multinational enterprises (MNEs) continues to rise, understanding effective international marketing strategies becomes increasingly critical. This paper explores promotion strategies adapted to individual cultures and markets from a consumer perspective, addressing gaps left by previous studies that predominantly focus on quantitative analyses and company perspectives. Existing literature often compares adapted marketing with standardized global marketing, but these studies are frequently contradictory and lack a comprehensive understanding of the consumer's role.
To bridge this gap, data was collected through twenty semi-structured interviews with Swedish consumers. The findings... (More) - As the world becomes a global market and the number of multinational enterprises (MNEs) continues to rise, understanding effective international marketing strategies becomes increasingly critical. This paper explores promotion strategies adapted to individual cultures and markets from a consumer perspective, addressing gaps left by previous studies that predominantly focus on quantitative analyses and company perspectives. Existing literature often compares adapted marketing with standardized global marketing, but these studies are frequently contradictory and lack a comprehensive understanding of the consumer's role.
To bridge this gap, data was collected through twenty semi-structured interviews with Swedish consumers. The findings reveal key insights into how consumers perceive culturally adapted marketing efforts, highlighting the importance of cultural relevance and consumer preferences. The empirical data further revealed the importance of personal connection and introduced the aspect of perceived authenticity. This research underscores the necessity for companies to consider these factors when developing their marketing strategies. The study also reveals a negative correlation between social media engagement and brand familiarity, proposing that culturally adapted marketing can mitigate this effect by integrating engaging elements like entertainment, trendiness, and customization. By focusing on the consumer perspective, this study provides a nuanced understanding of the impact of culturally adapted marketing on social media engagement and purchasing intentions, offering valuable implications for MNEs seeking to enhance their global marketing effectiveness. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9164307
- author
- Odd, Elsa LU ; Tserenbat, Undral LU and Jablonska, Oliwia Krystyna LU
- supervisor
- organization
- course
- IBUH19 20241
- year
- 2024
- type
- M2 - Bachelor Degree
- subject
- keywords
- culturally adapted marketing, international marketing, consumer behavior, consumer perspective, cross-cultural marketing, social media engagement, purchasing intention.
- language
- English
- id
- 9164307
- date added to LUP
- 2024-08-07 17:49:04
- date last changed
- 2024-08-07 17:49:04
@misc{9164307,
abstract = {{As the world becomes a global market and the number of multinational enterprises (MNEs) continues to rise, understanding effective international marketing strategies becomes increasingly critical. This paper explores promotion strategies adapted to individual cultures and markets from a consumer perspective, addressing gaps left by previous studies that predominantly focus on quantitative analyses and company perspectives. Existing literature often compares adapted marketing with standardized global marketing, but these studies are frequently contradictory and lack a comprehensive understanding of the consumer's role.
To bridge this gap, data was collected through twenty semi-structured interviews with Swedish consumers. The findings reveal key insights into how consumers perceive culturally adapted marketing efforts, highlighting the importance of cultural relevance and consumer preferences. The empirical data further revealed the importance of personal connection and introduced the aspect of perceived authenticity. This research underscores the necessity for companies to consider these factors when developing their marketing strategies. The study also reveals a negative correlation between social media engagement and brand familiarity, proposing that culturally adapted marketing can mitigate this effect by integrating engaging elements like entertainment, trendiness, and customization. By focusing on the consumer perspective, this study provides a nuanced understanding of the impact of culturally adapted marketing on social media engagement and purchasing intentions, offering valuable implications for MNEs seeking to enhance their global marketing effectiveness.}},
author = {{Odd, Elsa and Tserenbat, Undral and Jablonska, Oliwia Krystyna}},
language = {{eng}},
note = {{Student Paper}},
title = {{Global Brands, Local Impact – How Culturally Adapted Marketing Affects Consumer Behavior in terms of Social Media Engagement and Purchasing Intentions: A Swedish Perspective}},
year = {{2024}},
}