Transcending language barriers in social media: A multidimensional analysis of native language influence on brand identification across European countries

Laura Koruga, Nikolai Müller, Tobias Erhard and Guido Ellert

Marketing Review St.Gallen, 2024, vol. 41, issue 6, 62-68

Abstract: Language choice in social media marketing has become a key concern for international companies. While English is seen as the default, the use of native languages offers strategic opportunities to connect more deeply with audiences. This study explores whether it is worth investing in native language strategies, even when faced with high translation costs.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:hsgmrs:330512

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