Moving beyond basic localisation: Culturally customising digital content

Nitish Singh, Wootae Chun and Mamoun Benmamoun
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Wootae Chun: Assistant Professor of Marketing, University of Northern British Columbia, Canada

Journal of Cultural Marketing Strategy, 2015, vol. 1, issue 1, 45-53

Abstract: The objective of this paper is to provide insights into the localisation imperative in international marketing. The authors argue that the cultural dynamics of international markets requires companies to develop localisation strategies and deliver digital content that resonate with international consumers. This paper attempts to provide insights to support e-commerce marketers in comprehending the importance of cultural customisation on websites and other digital content. Lastly, this study provides managerial insights into how to culturally customise digital content.

Keywords: e-commerce; localisation; cultural depiction; digital content (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jcms00:y:2015:v:1:i:1:p:45-53

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