Digital Cultures

Klaus Solberg Söilen
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Klaus Solberg Söilen: Halmstad University

Chapter 39 in Digital Marketing, 2024, pp 401-404 from Springer

Abstract: Abstract Digital culture encompasses behaviors, practices, and norms shaped by digital technologies and online platforms, influencing social structures and communication. Understanding digital cultures is vital for effective marketing strategies, as they impact consumer behavior and brand interactions. Companies must adapt their marketing to various cultural contexts for global reach and innovation. Digital platforms play a crucial role in social movements, highlighting the need for brands to align with societal values. Creating digital cultures involves navigating boundaries shaped by social structures and technology access. Global digital cultures foster inclusivity and political participation but pose challenges in achieving global democracy. Digital cultures offer opportunities for growth through innovative tools and influencer marketing. Marketers must stay adaptable to technological advancements and diverse digital trends. Integrating these insights helps managers craft strategies that resonate with diverse audiences and drive brand success.

Date: 2024
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DOI: 10.1007/978-3-031-69518-6_39

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