A cross-cultural case study of consumers' communications about a new technological product

Sérgio Moro (), Guilherme Pires, Paulo Rita and Paulo Cortez

Journal of Business Research, 2020, vol. 121, issue C, 438-447

Abstract: Using a case-study based approach, this research contributes to the standardisation versus adaptation debate in global marketing. It analyses the influence of the local culture dimension reflected in consumers' comments in the Facebook platform regarding a new global technological product, the Samsung Galaxy S8/S8+, launched worldwide in 2017. Consumers' comments about this new smartphone were gathered and analysed for three cultural distinct English-speaking countries: Australia, India, and South Africa.

Keywords: Standardisation and adaptation; New technological product; Social media; Cosmopolitanism; Text mining; Topic modelling (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:121:y:2020:i:c:p:438-447

DOI: 10.1016/j.jbusres.2018.08.009

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