publication . Article . 2018

A cross-cultural case study of consumers' communications about a new technological product

Sérgio Moro; Paulo Rita; Paulo Cortez;
Open Access
  • Published: 16 Aug 2018 Journal: Journal of Business Research (issn: 0148-2963, Copyright policy)
  • Publisher: Elsevier BV
  • Country: Portugal
Abstract
Moro, S., Pires, G., Rita, P., & Cortez, P. (2018). A cross-cultural case study of consumers' communications about a new technological product. Journal of Business Research. [Advanced online publicationon 16 august 2018]. DOI: 10.1016/j.jbusres.2018.08.009 Using a case-study based approach, this research contributes to the standardisation versus adaptation debate in global marketing. It analyses the influence of the local culture dimension reflected in consumers' comments in the Facebook platform regarding a new global technological product, the Samsung Galaxy S8/S8+, launched worldwide in 2017. Consumers' comments about this new smartphone were gathered and ana...
Subjects
free text keywords: Cosmopolitanism, New technological product, Social media, Standardisation and adaptation, Text mining, Topic modelling, Marketing, :Ciências Sociais::Economia e Gestão [Domínio/Área Científica]
Funded by
FCT| UID/PSI/03125/2013
Project
UID/PSI/03125/2013
Center for Research and Social Intervention
  • Funder: Fundação para a Ciência e a Tecnologia, I.P. (FCT)
  • Project Code: 147229
  • Funding stream: 5876
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