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2018, vol. 49, br. 2, str. 69-82
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Kroskulturne specifičnosti međunarodnih marketinških komunikacija na veb-sajtu i društvenim medijima
Cross-cultural characteristics of international marketing communications on web-site and social media
Sažetak
Predmet rada su kroskulturne specifičnosti marketinških komunikacija putem veb sajta preduzeća i društvenih medija. Veb-sajt predstavlja osnovu za sve aktivnosti kompanije na internetu, a od posebnog značaja za međunarodno orijentisana preduzeća je njegov globalni domet. U radu će biti odvrednovana dilema standardizacije i prilagođavanja međunarodnih marketinških komunikacija putem veb sajta. Kao najznačajniji faktor koji utiče na ovu poslovnu odluku izdvojen je uticaj kulture, kroz jezik i različite kulturne vrednosti. Kao koncepcijski okvir korišćene su Hofstedove kulturne dimenzije i Holova klasifikacija kultura. S druge strane, društveni mediji su poslednjih godina dobili na popularnosti, ne samo među pojedincima već i preduzećima. Njihova uloga u međunarodnim marketinškim komunikacijama još uvek nije široko istraživana. U radu će biti sistematizovane kroskulturne razlike u korišćenju društvenih medija. Cilj rada je da prikaže najznačajnije rezultate istraživanja u ovoj oblasti i ukaže na neophodna prilagođavanja marketinških komunikacija putem veb-sajta i društvenih medija u cilju targetiranja inostranih tržišta.
Abstract
The topic of this paper are cross-cultural specifics of marketing communications on Website and social media. Website is starting point for all activities of a company on Internet. Its global reach is especially important to companies with international orientation. Standardization/adaption dilemma in the context of international marketing communications on website will be evaluated in this paper, from the perspective of cultural influences, especially influences of language and cultural values. Hofstede's cultural dimensions and Hall's classifications of cultures will be used as a theoretical framework for this analysis. On the other hand, social media are becoming highly popular not jus among individuals as users, but among companies, also. Their role in international marketing communications is not widely examined. Cross-cultural differences in social media usage will be part of the analysis in this paper. The aim of this paper is to systemize result of some researches in this area in order to examine necessity of adaption of international marketing communications on website and social media.
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