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Communication on Social Media: Cultural Differences in Communication on Facebook Pages
2016 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

In today's society, social media has become one of the largest platforms for multi-waycommunication. Out of the different categories of social media, social networks, allowcompanies to create online brand communities (OBCs). Facebook is one example of a socialnetworking site, where companies’ Facebook pages can be seen as OBCs. Facebookcontributes to online word-of-mouth (WOM) communication and gives consumers the abilityto interact with each other, as well as with companies. Furthermore, OBCs also givescompanies a possibility to reach a large number of consumers from all around the world. Onefactor that has an impact on consumers’ different ways of communicating is national culture.Therefore, culture is an important factor for companies to take into consideration wheninteracting and communicating with consumers. The purpose of this thesis is to gain a better understanding on how consumers from different cultures communicate on companies’ Facebook pages, and whether companies adapt their communication towards different cultures. The aim is to investigate if Facebook can help eliminate the cultural gap in communication. This research has chosen to study the cultural differences between the United States (The US) and India, identifying whether the theory of Hofstede’s (2010) framework and Hall’s (1989) high- and low context will affect consumers’ communication. For this thesis, a qualitative case study of the International fashion brand ZARA was chosen in order to observe individuals from different cultures, communicating on the brand's OBC.The collected data for this thesis suggests that communication on OBCs is influenced by cultural differences. However, it also shows that the cultural differences tend to get more similar in some aspects, while becoming more different in others. The data also suggests that ZARA, as a company, do not adapt their way of communicating towards different cultures, yet they seem to be more likely to reply consumers from the US. The findings from this thesis hope to contribute to further research within cultural differences in communication on OBCs.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-54193Local ID: b2a23833-2b14-4744-b824-9f392ac12a6aOAI: diva2:1027573
Subject / course
Student thesis, at least 15 credits
Educational program
Business Administration, bachelor's level
Validerat; 20160610 (global_studentproject_submitter)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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Ingnäs, MinnaMellström, Zelda

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