A content analysis of multinationals’ Web communication strategies
Cross‐cultural research framework and pre‐testing
Bibliographic Data
| ID | 12420436 |
|---|---|
| Authors | Shintaro Okazaki (0000-0003-4190-0614, Universidad Pontificia Comillas, corresponding author), Javier Alonso Rivas (Universidad Autónoma de Madrid) |
| Year | 2002 |
| Volume | 12 |
| Issue | 5 |
| Pages | 380-390 |
| Publication date | 2002-11-13 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Internet Research (JOURNAL) |
| Journal identifiers | ISSN: 1066-2243 • E-ISSN: 2054-5657 |
| Publisher | Emerald Publishing Limited (PUBLISHER • GB) |
| DOI | 10.1108/10662240210447137 |
| OpenAlex | W2124168196 |
| Language | EN |
| Citations received | 10 |
| References cited | 21 |
Despite the growing trend toward the interactive medium, there would appear to be a lack of comprehensive research methodology for evaluating the degree of standardisation in multinational corporations’ (MNCs’) online communication strategies across differing cultures. The objective of this exploratory study is to construct a research framework for cross‐cultural comparison of corporate Web pages, applying traditional advertising content study techniques. A series of pre‐tests were conducted to examine three explanatory variables, i.e. information content, cultural values and creative strategies on Japanese MNCs’ product‐based home pages in Japan, Spain and the USA. The results revealed that Japanese firms tended to localise their online communication strategies in their target markets. In closing, future research directions are discussed and content analysis research designs are summarised
Advertising · Business · Construct (python library · Content analysis · Exploratory research · Knowledge management · Multinational corporation · Social science · Sociology · Computer Science · Consumer Behavior in Brand Consumption and Identification · Digital Communication and Language · Digital Marketing and Social Media · Marketing
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| Citations per year | 0.45 |
|---|---|
| Citation span | 2004 - 2023 (20) |
| Highly cited | No |