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Kulturens påverkan på Vogues internationella inbound marketing

Sandberg, Marcus LU ; Myrenfors, Erik LU and Nagy, Nathalie Veronika LU (2021) FEKH29 20211
Department of Business Administration
Abstract (Swedish)
Title: Kulturens påverkan på internationell inbound marketing
Seminar date: 2/6/2021
Course: Bachelor's Thesis in Marketing, 15 credits
Supervisor: Nikos Macheridis
Keywords: Inbound marketing, Content marketing, Social media, Cultural dimension, Vogue,
Cultural behavior, Culture, Color psychology, Luxury fashion.
Purpose: Examine whether the content of Vogue's digital articles and Vogue's Instagram posts
reflect the country's culture in which Vogue operates. More specifically, the selected countries,
the United Kingdom, Taiwan and the United Arab Emirates. The authors' goal is partly so the
companies and marketers in the media industry, specifically in fashion, should be informed about
cultural differences in content marketing
... (More)
Title: Kulturens påverkan på internationell inbound marketing
Seminar date: 2/6/2021
Course: Bachelor's Thesis in Marketing, 15 credits
Supervisor: Nikos Macheridis
Keywords: Inbound marketing, Content marketing, Social media, Cultural dimension, Vogue,
Cultural behavior, Culture, Color psychology, Luxury fashion.
Purpose: Examine whether the content of Vogue's digital articles and Vogue's Instagram posts
reflect the country's culture in which Vogue operates. More specifically, the selected countries,
the United Kingdom, Taiwan and the United Arab Emirates. The authors' goal is partly so the
companies and marketers in the media industry, specifically in fashion, should be informed about
cultural differences in content marketing
Method: A qualitative study with an inductive method to examine whether British Vogue, Vogue
Taiwan and Vogue Arabia apply cultural dimensions in their inbound marketing.
Theoretical framework: The study's theoretical framework is based on Hofstede's theory of
cultural dimensions, Lewis' theory of cultural behavior, inbound marketing and color
psychology.
Empirical evidence: The data used in the study consists of 20 digital articles and 20 instagram
posts from each Vogue magazine. The data has been taken directly from each Vogue magazine's
website and Instagram accounts.
Conclusion: The studied digital articles and Instagram posts showed that all Vogue digital web
pages more or less used a cultural adaptation in their inbound marketing. On the other hand, it
showed tendencies for the result to be closer to the average in comparison with previous theory
and research.
1 (Less)
Please use this url to cite or link to this publication:
author
Sandberg, Marcus LU ; Myrenfors, Erik LU and Nagy, Nathalie Veronika LU
supervisor
organization
course
FEKH29 20211
year
type
M2 - Bachelor Degree
subject
keywords
Inbound marketing, Content marketing, Social media, Cultural dimension, Vogue
language
Swedish
id
9061921
date added to LUP
2021-07-27 08:58:53
date last changed
2021-07-27 08:58:53
@misc{9061921,
  abstract     = {{Title: Kulturens påverkan på internationell inbound marketing
Seminar date: 2/6/2021
Course: Bachelor's Thesis in Marketing, 15 credits
Supervisor: Nikos Macheridis
Keywords: Inbound marketing, Content marketing, Social media, Cultural dimension, Vogue,
Cultural behavior, Culture, Color psychology, Luxury fashion.
Purpose: Examine whether the content of Vogue's digital articles and Vogue's Instagram posts
reflect the country's culture in which Vogue operates. More specifically, the selected countries,
the United Kingdom, Taiwan and the United Arab Emirates. The authors' goal is partly so the
companies and marketers in the media industry, specifically in fashion, should be informed about
cultural differences in content marketing
Method: A qualitative study with an inductive method to examine whether British Vogue, Vogue
Taiwan and Vogue Arabia apply cultural dimensions in their inbound marketing.
Theoretical framework: The study's theoretical framework is based on Hofstede's theory of
cultural dimensions, Lewis' theory of cultural behavior, inbound marketing and color
psychology.
Empirical evidence: The data used in the study consists of 20 digital articles and 20 instagram
posts from each Vogue magazine. The data has been taken directly from each Vogue magazine's
website and Instagram accounts.
Conclusion: The studied digital articles and Instagram posts showed that all Vogue digital web
pages more or less used a cultural adaptation in their inbound marketing. On the other hand, it
showed tendencies for the result to be closer to the average in comparison with previous theory
and research.
1}},
  author       = {{Sandberg, Marcus and Myrenfors, Erik and Nagy, Nathalie Veronika}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Kulturens påverkan på Vogues internationella inbound marketing}},
  year         = {{2021}},
}