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2018, vol. 49, br. 2, str. 69-82
Kroskulturne specifičnosti međunarodnih marketinških komunikacija na veb-sajtu i društvenim medijima
Univerzitet u Beogradu, Ekonomski fakultet

e-adresasanja@ekof.bg.ac.rs
Ključne reči: međunarodne marketinške komunikacije; veb-sajt; društveni mediji; društvene mreže; kroskulturne razlike
Sažetak
Predmet rada su kroskulturne specifičnosti marketinških komunikacija putem veb sajta preduzeća i društvenih medija. Veb-sajt predstavlja osnovu za sve aktivnosti kompanije na internetu, a od posebnog značaja za međunarodno orijentisana preduzeća je njegov globalni domet. U radu će biti odvrednovana dilema standardizacije i prilagođavanja međunarodnih marketinških komunikacija putem veb sajta. Kao najznačajniji faktor koji utiče na ovu poslovnu odluku izdvojen je uticaj kulture, kroz jezik i različite kulturne vrednosti. Kao koncepcijski okvir korišćene su Hofstedove kulturne dimenzije i Holova klasifikacija kultura. S druge strane, društveni mediji su poslednjih godina dobili na popularnosti, ne samo među pojedincima već i preduzećima. Njihova uloga u međunarodnim marketinškim komunikacijama još uvek nije široko istraživana. U radu će biti sistematizovane kroskulturne razlike u korišćenju društvenih medija. Cilj rada je da prikaže najznačajnije rezultate istraživanja u ovoj oblasti i ukaže na neophodna prilagođavanja marketinških komunikacija putem veb-sajta i društvenih medija u cilju targetiranja inostranih tržišta.
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O članku

jezik rada: srpski
vrsta rada: pregledni članak
DOI: 10.5937/markt802069M
objavljen u SCIndeksu: 28.02.2019.
metod recenzije: dvostruko anoniman
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