| LEADER |
02363nam a22002177a 4500 |
| 001 |
1965858 |
| 024 |
|
|
|3 10.21608/EJSC.2021.211327
|
| 041 |
|
|
|a eng
|
| 044 |
|
|
|b مصر
|
| 100 |
|
|
|a Alshoaibi, Maha
|e Author
|9 651285
|
| 245 |
|
|
|a Standardization or Localization - Organizational Communication on Social Media from a Cultural Perspective
|
| 260 |
|
|
|b جامعة القاهرة - كلية الإعلام
|c 2021
|g ديسمبر
|
| 300 |
|
|
|a 1 - 24
|
| 336 |
|
|
|a بحوث ومقالات
|b Article
|
| 520 |
|
|
|b A few years back, globalization and standardization were considered to be the paradigms in the area of international business. But, with changing times, it has lost its luster considering the branding perspective in global brands. The consumers do not feel connected with highly standardized products and centralized decision-making; most global brands have even stopped any relationship with the typical standardization strategy for communication. Therefore, there is seen a rise in the influence of the localization strategies in communication. A new term is seen emerging lately, and that is 'globalization' that encourages all the global brands to think internationally while they should act locally. Thus, this paper discusses whether global brands should localize or standardize their communication strategies using social media to be successful. The degree of cultural adaptation of web content impacts the perception of customers on the site's effectiveness. Some consumers prefer localized web content in culturally different areas, whereas some countries prefer localized web content. Keeping all these aspects in mind, organizations need to develop proper communication strategies using social media to be effective in the market and to create a strong brand image.
|
| 653 |
|
|
|a مواقع التواصل الاجتماعي
|a العولمة الثقافية
|a العلامات التجارية
|a الاتصال التنظيمي
|
| 773 |
|
|
|4 فلم، راديو، تلفاز
|6 Film, Radio, Television
|c 013
|e Egyptian Journal of Mess Communication Research
|f Al-Maǧallaẗ al-Miṣriyyaẗ li-buḥūṯ al-I’lām
|l 077
|m ع77
|o 1851
|s المجلة المصرية لبحوث الإعلام
|v 000
|x 1110-5836
|
| 856 |
|
|
|u 1851-000-077-013.pdf
|n https://ejsc.journals.ekb.eg/article_211327.html
|
| 930 |
|
|
|d y
|p y
|q y
|
| 995 |
|
|
|a HumanIndex
|
| 999 |
|
|
|c 1218572
|d 1218572
|
