The Widespread Influence of Cultural Differences on Digital Marketing
- Project Identification
- Project Period
- 1/2019 - 12/2019
- Investor / Pogramme / Project type
- Grant Agency of Masaryk University
- Category A
- MU Faculty or unit
Faculty of Economics and Administration
- Ing. Dušan Mladenović, Ph.D.
- Ing. Ishtiaq Ahmad Danish
- doc. Ing. Alena Klapalová, Ph.D.
- Ing. Anida Krajina, Ph.D.
- Ing. Lucia Štefaňáková
Intrinsically connected world caused fundamental shifts in how we run the businesses and shape marketing strategies. Global businesses require understanding and a communication of cross-cultural differences across borders. In addition, the digitalization of marketing has caused these two to merge, bringing down the boundaries and expanding the reach.
The proposed research project aims to explore the cross-cultural influence on different digital marketing strategies (direct marketing, content marketing, social media marketing, e-WoM, dropshipping). In addition, the project will look at online consumer response within cultural dimensions. A special focus will be on the intercultural effect on marketing practices within word-of-mouth strategies (offline and online, in/out group). The research will have exploratory character with some mix of descriptive features. Both qualitative and quantitative research will be applied where applicable and depending on individual papers within the project framework. The ultimate goal is to uncover the cultural differences, define the solution and answers to intercultural questions when it comes to digital marketing strategies and finally suggest the applicable changes in marketing industry that is using digital marketing tools to reach regional and global audience.
The project follows up a dissertation thesis being in progress as well as research project funded by the Grant Agency of Masaryk University and realized in the year 2018: MUNI/A/1125/2017 “Consumer Behaviour Research in Digital Environment”. The aforementioned dissertation is studying differences between offline and online Word of Mouth from a cultural standpoint (more profoundly researching influence of national culture on Word of Mouth). Preliminary analysis of existing literature show that the intercultural element has been neglected and overall not studied in context of differences between offline and online Word of Mouth. The thesis developed a model (based on a survey) which covers two different cultural settings of Czech Republic and Serbia. The model, if proved to be suitable, should be applicable in other studies with intercultural prefixes.
Total number of publications: 5
Knowledge Sharing on Social media: State of the Art in 2018
Journal of Business Economics and Management, year: 2020, volume: 21, edition: 1, DOI
Social and Demographic Predictors of Consumers’ Word of Mouth Engagement in Czechia
Journal of International Consumer Marketing, year: 2020, volume: 33, edition: 4, DOI
Comparing Effectiveness of Display Ads and Influencer Marketing on Pinterest
Proceedings of the International Scientific Conference of Business Economics Management and Marketing 2019, year: 2019
Perception of Differences between Traditional and Electronic Word of Mouth: Case of Czechia
Our Heritage Journal. GRCF Dubai International Conference on “Sustainability and Innovation in Higher Education, Engineering Technology, Science, Management and Humanities”, year: 2019
Recall of Digital Content as Part of Consumer Response Model
49th International Scientific Conference on Economic and Social Development. Book of Proceedings, year: 2019