publication . Conference object . 2017

The role of Social Media on Sales strategy : A Conceptual Explication in a High-context Culture

Ukpabi, Dandison; Karjaluoto, Heikki; Ikaba, Victoria; Wali, Kemkamma; Kpunee, Henry;
Open Access English
  • Published: 01 Jan 2017
  • Publisher: Rivers State University
  • Country: Finland
People’s behaviours are shaped by their cultural values as much as it also influences the definition of friendship building and sustenance. Low-context cultures as marked with independent lifestyle, loosed family units and communication patterns are often characterized by fewer words. On the other hand, high-context cultures are markedly different. These cultures are characterized with high closed family units, high level of social cohesion and social identity. To achieve effective communication, it is important to understand the differences in the two cultural contexts especially when such communication is directed at the global marketplace. Interestingly, some...
free text keywords: sosiaalinen media, kulttuuri, kulttuurisidonnaisuus, myynti, myyntistrategia, social media, high-context culture, sales strategy
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