The Impact of Culture on Relationship Marketing in International Services

Schumann, Jan H.

doi:10.1007/978-3-8349-8379-4

Cited by 8 publications

(2 citation statements)

References 249 publications

(624 reference statements)

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“…Measuring culture of a company or any individual can be elusive. It is possible to use proxies like country of residence or nationality to locate an individual culturally [35]. We are following a similar path by looking at the companies' respective local Google+ pages.…”

Section: Methodsmentioning

confidence: 99%

Data Mining Cultural Aspects of Social Media Marketing

Hochreiter

Waldhauser

2014

Advances in Data Mining. Applications and Theoretical Aspects

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For marketing to function in a globalized world it must respect a diverse set of local cultures. With marketing efforts extending to social media platforms, the crossing of cultural boundaries can happen in an instant. In this paper we examine how culture influences the popularity of marketing messages in social media platforms. Text mining, automated translation and sentiment analysis contribute largely to our research. From our analysis of 400 posts on the localized Google+ pages of German car brands in Germany and the US, we conclude that posting time and emotions are important predictors for reshare counts.

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Section: Methodsmentioning

confidence: 99%

Data Mining Cultural Aspects of Social Media Marketing

Hochreiter

Waldhauser

2014

Advances in Data Mining. Applications and Theoretical Aspects

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“…Uncertainty avoidance is the cultural value that is conceptually most closely linked with the information acquisition process (Schumann, 2009) because tourism activities create situations with high levels of uncertainty for travelers, leading them to desire a great deal of detail about travel products and services (Jordan et al, 2013; Lord et al, 2008). Dawar et al (1996) note that trusted associates would be seen as an unlikely source of foreign ideas, thus posing less of a threat within high uncertainty avoidance cultures.…”

Section: Introductionmentioning

confidence: 99%

Use of Hofstede’s cultural dimensions, demographics, and information sources as antecedents to cognitive and affective destination image for Egypt

Yacout

Hefny

2014

Journal of Vacation Marketing

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This research examines the role of demographics and Hofstede's cultural dimensions in the selection of tourist information sources and in the formation of destination image. Data were collected from 201 respondents from different countries. Findings generally support some of the hypothesized relationships. Cultural dimensions were significantly related to the use of travel agencies, friends, and magazines, while age was related to the use of the Internet. Previous experience and travel agencies were significantly and negatively associated with cognitive image. Only the Internet was associated with affective image. Academic and practical implications are presented as well as suggestions for future research.

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Communication Webs: Organisational Networks

Christopher¹,

Goodenow²

2012

Communication Accross Cultures

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The Impact of Culture on Relationship Marketing in International Services

Cited by 8 publications

References 249 publications

Data Mining Cultural Aspects of Social Media Marketing

Data Mining Cultural Aspects of Social Media Marketing

Use of Hofstede’s cultural dimensions, demographics, and information sources as antecedents to cognitive and affective destination image for Egypt

Communication Webs: Organisational Networks

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