Standardization, Adaptation, and Personalization of International Corporate Social Media Communications
Abstract
This research examines both the standardization versus adaptation of Vodafone's international corporate social media communications strategy in Study 1 and consumers’ attitudes toward this strategy in Study 2. Study 1 investigates Vodafone's strategy in Facebook through a content analysis and Study 2 focuses on consumers’ attitudes through a qualitative approach of 12 Facebook fans: 6 in the UK and 6 in Greece. The findings reveal that Vodafone...
Paper Details
Title
Standardization, Adaptation, and Personalization of International Corporate Social Media Communications
Published Date
Nov 11, 2016
Journal
Volume
33
Issue
12
Pages
1098 - 1105
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