• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Journal of Business Research >A cross-cultural case study of consumers' communications about a new technological product
【24h】

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

机译：新技术产品消费者通信的跨文化案例研究

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

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.The analysis' procedure consisted of a text mining and topic modelling approach, including sentiment classification analysis, to discern and understand consumers' responses to global brand communications.The findings indicate that cultural aspects still play a key role in consumers' reactions to the product in each country, justifying the continued need for marketing strategies that conflate pursuing economies of scale with accounting for the cultural sensitivities of demand at country level. Evidence of consumers attitudes' and behaviours' homogenisation across countries is still limited.
机译：使用基于案例研究的方法，这项研究有助于全球营销中的标准化与适应辩论。它分析了当地文化维度在Facebook平台中反映了关于新的全球技术产品，三星Galaxy S8 / S8 +，在全球范围内推出的2017年。消费者对这个新智能手机的评论被收集并分析了三个文化独特的英语国家：澳大利亚，印度和南非。分析“程序包括一个文本挖掘和主题建模方法，包括情感分类分析，辨别和理解消费者对全球品牌通信的回应。结果表明了这一点文化方面仍在消费者对每个国家的产品的反应中发挥着关键作用，证明持续需要追求追求规模经济的营销策略，以核算国家一级需求的文化敏感性。消费者态度的证据态度和行为在各国的血统仍然有限。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号