The Internet as a “virtual cultural region”

Are extant cultural classification schemes appropriate

Bibliographic Data

ID12420210
AuthorsKevin Johnston (0000-0002-7769-5547, University of Derby, corresponding author), Parminder Johal (University of Derby)
Year1999
Volume9
Issue3
Pages178-186
Publication date1999-08-01
Open AccessYes
TypeARTICLE
VenueInternet Research (JOURNAL)
Journal identifiersISSN: 1066-2243 • E-ISSN: 2054-5657
PublisherEmerald Publishing Limited (PUBLISHER • GB)
DOI10.1108/10662249910274566
OpenAlexW2019971033
LanguageEN
Citations received8
References cited2

This paper examines the concept of the Internet as a virtual cultural region with its own demographics and psychographics. Longitudinal studies of the changing make up of Internet users have been running for much of the 1990s and market intelligence companies have been applying their proprietary segmentation models to this data and also creating new models specifically for the Internet. At a more sociological level, what are the cultural norms and cutoms of the population of the Internet cultural region? This paper complements the market intelligence research by an investigation into the applicability of cultural classification schemes as exemplified by Hofstede with a view to information extant and prospective Internet involvement. Finally, practical recommendations are made in order to reduce the risk of activities likely to cause irritation of and non‐response from this burgeoning new market

Advertising · Business · Demographics · Extant taxon · Political science · Population · Psychographic · Public relations · Sociology · The Internet · World Wide Web · Computer Science · Digital Marketing and Social Media · Marketing

Tools

Open DOISci-Hub