Standardization, Adaptation, and Personalization of International Corporate Social Media Communications

Hatzithomas, Leonidas; Fotiadis, Thomas; Coudounaris, Dafnis N.

doi:10.1002/mar.20944

Cited by 19 publications

(17 citation statements)

References 26 publications

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“…Consider, for example, the telecom firm Vodafone, which adapted the creative strategy and execution of its social media campaigns between markets. Vodafone implemented changes on the basis of a careful analysis of differences between its U.K. and Greek customers; further analysis suggests that the discretionary adaptation had positive effects on customer engagement and brand attitudes (Hatzithomas, Fotiadis, and Coudounaris 2016).…”

Section: Conceptual Development and Hypothesesmentioning

confidence: 99%

Export Performance: A Focus on Discretionary Adaptation

Westjohn

Magnusson

2017

Journal of International Marketing

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Marketing adaptation strategy has been characterized as a strategic imperative in markets with protectionist and nationalist sentiments, which underscores the need to better understand the effects of adaptation strategy. However, empirical investigations of international marketing strategy have considered mandatory and discretionary adaptations as equivalent. Discretionary adaptations, unlike mandatory adaptations, involve choice; thus, they are more relevant to the selection of an international marketing strategy. This article focuses on the direct and conditional effects of discretionary adaptation on export performance. Analyzing data from 203 U.S. small and medium-sized enterprises, the authors find a positive effect of discretionary adaptation on export performance as well as moderating effects of (1) a market characteristic (psychic distance), (2) a firm characteristic (international experience), and (3) a product characteristic (product positional advantage). The implications suggest that adaptation strategy may be more advantageous than previously thought, and that researchers should focus on discretionary adaptations when investigating the choice of a relatively standardized versus adapted international marketing strategy.

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Section: Conceptual Development and Hypothesesmentioning

confidence: 99%

Export Performance: A Focus on Discretionary Adaptation

Westjohn

Magnusson

2017

Journal of International Marketing

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“…The inclusion of social media in the promotional mix radically changes the reach of promotion, and thus should never be overlooked as an important tool in the promotion of goods and services (Paquette, 2013;Felix, Rauschnabel & Hinsch, 2017). For companies, the use of social media as a marketing tool is ever more lucrative, with 'Fortune 500' companies using the tool increasingly over the past few years (Hatzithomas, Fotiadis & Courdounaris 2016). Through social media, companies gain attention for their product/service and brands can build stronger relationships with consumers, who can share opinions on products and services (Felix, Rauschnabel & Hinsch, 2017).…”

Section: Literature Reviewmentioning

confidence: 99%

An Investigation of the Impact of Facebook and Instagram on Consumer Buying Behaviour: The Case of Retail Fashion Consumers in Rhodes, Greece

Clarke¹,

Tzavara²,

Misopoulos³

2019

IJBESAR

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Purpose:The aim of this paper is to explore the impact of Facebook and Instagram on consumer buying behaviour in the retail fashion market in Rhodes, Greece. We look at the extent to which the two social media influence Rhodian consumer preferences toward certain stores and at whether Rhodians use these social media for fashion information and inspiration. Design/methodology/approach:The study is conducted online, using quantitative methodology and close-ended survey questionnaires to obtain data. Finding:We find that Facebook and Instagram influence Rhodian consumer behaviour. Rhodians believe that the two social media are a good way to follow fashion trends and that fashion is more accessible because of Facebook and Instagram compared to five years ago. The Rhodians seem to be getting fashion inspiration from Facebook and/or Instagram but more in a passive manner than through active engagement with fashion on the two social media. Research limitations/implications:Our findings demonstrate that Facebook and Instagram are very powerful in bringing fashion closer to consumers and they underline the role that these social media can plan in the marketing mix. Our findings can be used by fashion retailers to inform their social media engagement strategies and decisions. Our research can be extended to investigate the impact of different social media constructs on consumer behaviour and to look at what type of social media content may be more impactful in shaping shopping behaviour. Originality/value: Research on the subject of how social media impacts the behaviour of fashion consumers in Greece is limited and literature on the retail fashion market is noticeably scarce. Studies published on the topic of social media influencing consumer decisions with a focus on the Greek market are almost exclusively confined to the tourism sector. Our findings can be used by fashion retailers to inform their social media engagement strategies and decisions. JEL Classifications M30, M31, M39

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“…According to Okazaki and Taylor (2013), global social media employed for international advertising can bring together the two most dominant but opposite traits: global reach and personalization. A host of global firms are thus using social media increasingly as an advertising platform (Hatzithomas, Fotiadis, and Coudounaris 2016). Understanding how global social media could be employed for international advertising and assessing its impact on consumers is therefore of prime importance.…”

mentioning

confidence: 99%

“…The authors argue that marketers need to take cultural differences into account when designing their global social media strategies. Barring a few studies that discuss the standardization/adaptation of social media communication and the role of national culture (e.g., Hatzithomas, Fotiadis, and Coudounaris 2016;Hudson et al 2016), the extant literature provides limited guidance on how SMA is perceived and could be implemented effectively across cultures. Such an insight is particularly important because behavioral models do not necessarily hold across cultures (Ashraf, Thongpapanl, and Auh 2014).…”

mentioning

confidence: 99%

“…We expand the stream of research on SMA by offering both theoretical insights and managerial guidance on the execution of SMA in different cultures. In the process, we also add to the SMA literature on standardization versus adaptation (Hatzithomas, Fotiadis, and Coudounaris 2016) and to the larger and the ongoing debate on the advertising standardization-adaptation strategy. We also take into account how consumer assessment of SMA could vary across different global social media types, thereby adding to and extending the limited literature on the comparative efficacy of SMA strategies on different types of global social media.…”

mentioning

confidence: 99%

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Behavioral Implications of International Social Media Advertising: An Investigation of Intervening and Contingency Factors

Johnston

Khalil

et al. 2018

Journal of International Marketing

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Despite the rapid growth of social media and the enthusiasm surrounding social media advertising (SMA), scant theoretical and empirical knowledge exists on the cross-border effectiveness of SMA and its influence on consumer behavior in the social media environment. This research develops a four-stage belief–value–attitude–behavior framework to understand the intervening role of SMA value and attitude and reflect how consumers react to SMA across cultures and global social media types. The results confirm the mediating effects of value and attitude and reveal that positive attitude toward SMA increases social media–specific behaviors (i.e., message and social interaction behaviors). The moderating effect results of culture reveal a greater impact of infotainment on SMA value and of credibility on SMA value and attitude in the higher-uncertainty-avoidance culture. Infotainment has a larger effect on SMA value and attitude in global content community sites than in global social networking sites, but there is a reverse moderating effect on the impact of credibility. The research provides a better theoretical understanding of consumers’ behavioral responses to SMA in international marketplaces.

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Standardization, Adaptation, and Personalization of International Corporate Social Media Communications

Cited by 19 publications

References 26 publications

Export Performance: A Focus on Discretionary Adaptation

Export Performance: A Focus on Discretionary Adaptation

An Investigation of the Impact of Facebook and Instagram on Consumer Buying Behaviour: The Case of Retail Fashion Consumers in Rhodes, Greece

Behavioral Implications of International Social Media Advertising: An Investigation of Intervening and Contingency Factors

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