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Standardization, Adaptation, and Personalization of International Corporate Social Media Communications
Author(s) -
Hatzithomas Leonidas,
Fotiadis Thomas A.,
Coudounaris Dafnis N.
Publication year - 2016
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20944
Subject(s) - personalization , standardization , adaptation (eye) , social media , public relations , corporate social responsibility , corporate communication , business , marketing , advertising , psychology , political science , neuroscience , law
This research examines both the standardization versus adaptation of Vodafone's international corporate social media communications strategy in Study 1 and consumers’ attitudes toward this strategy in Study 2. Study 1 investigates Vodafone's strategy in Facebook through a content analysis and Study 2 focuses on consumers’ attitudes through a qualitative approach of 12 Facebook fans: 6 in the UK and 6 in Greece. The findings reveal that Vodafone implements a local strategy in corporate Facebook campaigns, taking into account the cultural differences between these countries. The results also indicate that the debate on the international corporate Facebook communications strategy should extend beyond the standardization/adaptation dichotomy, pointing out the pivotal role of personalization.