This present master thesis examines the role of culture on “Social Media Marketing” being a form of modern marketing and a bundle of marketing-related activities using social media. With the help of a systematic literature review, answers are sought to the question as to which extent cultural differences influence the effectiveness of social media marketing. The main objective is to adequately present the state of research on the interdisciplinary topic and to identify research gaps.
The findings from peer-reviewed journals ascribe an indispensable value to the cultural component and illuminate the topic from different contemporary relevant perspectives. The results indicate that social media marketing is generally covered from a cultural point of view. Moreover, the insights provide valuable knowledge from both consumers research perspective and from applied social media practices in multicultural settings. However, the findings also reveal extant research gaps in several directions that need to be addressed in the near future to provide theoretical approaches and scientifically proven evidence on successful utilization of social media marketing in multicultural settings.
The fact that social media plays an extremely important component in the worldwide dynamic technology development is an irrefutable fact. Companies are forced to integrate social media in the most diverse areas in order to be lucrative in the long term, to save costs and to survive in competition. Typical fields of application include all departments that deal with external corporate communication, e.g. HR for recruiting and talent acquisition, PR for professionally maintaining a favorable public image or in the marketing department as revolutionary marketing and sales platforms.
According to a new study, 69% of marketing employees stated that marketing activities on social media helped to increase important marketing indicators and strengthen customer and brand loyalty. Nevertheless, social media offer great opportunities, but also hold challenges. A major challenge is to choose the right medium which depends to a great extent on the target group.
Table of Contents
- 1 Introduction
- 1.1 Problem definition
- 1.2 Objectives of the work
- 1.3 Structure of the work
- 2 Theoretical background
- 2.1 The phenomena “Social Media Marketing”
- 2.1.1 Social Media and its evolution
- 2.1.2 The term "Social Media Marketing"
- 2.1.3 Objectives of Social Media Marketing
- 2.1.4 Strategic approaches
- 2.1.5 Platforms for the use of Social Media Marketing
- 2.1.6 The importance of social media in modern marketing
- 2.1.7 Challenges in dealing with Social Media Marketing
- 2.2 The culture factor
- 2.2.1 The term "Culture"
- 2.2.2 Cultural aspects in traditional marketing
- 2.1 The phenomena “Social Media Marketing”
- 3 Methods
- 3.1 Search strategy
- 3.2 Inclusion and exclusion criteria
- 3.3 Literature selection procedure
- 3.4 Data extraction
- 4 Results
- 4.1 General overview of current research
- 4.2 Cultural influence on social media engagement and usage
- 4.2.1 Cultural influence on social media perception
- 4.3 Implications from social media practices in multicultural settings
- 4.3.1 Scientific insights from the perspective of consumer research
- 4.3.2 Cultural branding on social media
- 5 Discussion
- 6 Limitations
Objectives and Key Themes
This master's thesis aims to investigate the role of culture in the effectiveness of social media marketing. It seeks to present the current state of research on this interdisciplinary topic and identify existing research gaps. The study utilizes a systematic literature review to analyze how cultural differences influence social media marketing success.
- The influence of culture on social media marketing effectiveness.
- The impact of cultural differences on consumer behavior in relation to social media.
- The role of culture in shaping social media usage and engagement patterns.
- Strategies for optimizing social media marketing in multicultural contexts.
- Identification of research gaps in the field of culture and social media marketing.
Chapter Summaries
1 Introduction: This introductory chapter sets the stage for the thesis by defining the problem of understanding the role of culture in social media marketing. It outlines the objectives of the research—to assess the current state of research and pinpoint gaps—and presents the structure of the thesis, guiding the reader through the subsequent chapters.
2 Theoretical background: This chapter provides a comprehensive overview of social media marketing, tracing its evolution and defining key terms. It explores the objectives and strategic approaches of social media marketing, discusses various platforms used, and highlights the importance of social media in modern marketing. Furthermore, it delves into the complexities and challenges associated with social media marketing and introduces the crucial concept of "culture" and its established role in traditional marketing, laying the groundwork for the analysis of its influence on social media marketing.
3 Methods: This chapter meticulously details the research methodology employed in the thesis. It outlines the search strategy used to identify relevant literature, explains the criteria for including and excluding studies, and describes the procedure followed for selecting and extracting data from the selected sources. This ensures the transparency and reproducibility of the research process.
4 Results: This chapter presents the findings of the systematic literature review. It provides a general overview of existing research on the topic, focusing on how cultural factors influence social media engagement, usage, and perception. It then explores the implications of these findings for social media practices in multicultural settings, particularly concerning the optimization of marketing strategies and activities and the application of cultural branding on social media platforms. The chapter synthesizes insights from both consumer research and applied social media practices.
5 Discussion: This chapter critically analyzes the findings presented in Chapter 4, exploring the implications and limitations of the research. It synthesizes the key themes and arguments developed throughout the thesis, placing them within the broader context of existing literature and theoretical frameworks. The discussion section provides a nuanced interpretation of the results, offering insights into the future directions for research in this area.
6 Limitations: This chapter acknowledges the limitations inherent in the research design and methodology used in the thesis. This includes limitations related to the scope of the literature review, the selection of studies, and the potential biases embedded in the existing research. Recognizing these limitations is crucial to accurately assessing the validity and generalizability of the findings.
Keywords
Social media marketing, culture, cross-cultural marketing, consumer behavior, social media engagement, multicultural settings, cultural branding, systematic literature review, research gaps.
Frequently Asked Questions: A Comprehensive Language Preview
What is the main topic of this master's thesis?
The thesis investigates the role of culture in the effectiveness of social media marketing. It examines how cultural differences influence social media marketing success and identifies research gaps in this area.
What is the purpose of this document?
This document provides a comprehensive preview of a master's thesis. It includes the table of contents, objectives and key themes, chapter summaries, and keywords. It's designed to give a clear overview of the research conducted.
What methodology was used in the thesis?
The thesis employed a systematic literature review. This involved a specific search strategy, inclusion and exclusion criteria, a detailed literature selection procedure, and a defined data extraction process to ensure transparency and reproducibility.
What are the key themes explored in the thesis?
Key themes include the influence of culture on social media marketing effectiveness, the impact of cultural differences on consumer behavior related to social media, the role of culture in shaping social media usage and engagement, strategies for optimizing social media marketing in multicultural contexts, and the identification of research gaps in this field.
What are the main chapters of the thesis and what do they cover?
The thesis is structured into six chapters: Chapter 1 (Introduction) sets the stage and defines the research problem and objectives. Chapter 2 (Theoretical Background) explores social media marketing and the concept of culture in marketing. Chapter 3 (Methods) details the research methodology. Chapter 4 (Results) presents the findings of the literature review. Chapter 5 (Discussion) analyzes the findings and their implications. Chapter 6 (Limitations) acknowledges the research limitations.
What are the key findings of the thesis (in summary)?
The thesis examines how cultural factors influence social media engagement, usage, and perception, exploring implications for social media practices in multicultural settings, including cultural branding strategies. It synthesizes insights from consumer research and applied social media practices.
What are the limitations of the thesis?
The thesis acknowledges limitations related to the scope of the literature review, the selection of studies, and potential biases within the existing research.
What are the keywords associated with this thesis?
Keywords include social media marketing, culture, cross-cultural marketing, consumer behavior, social media engagement, multicultural settings, cultural branding, systematic literature review, and research gaps.
What is the overall objective of this thesis?
The main objective is to investigate the role of culture in the effectiveness of social media marketing, assessing the current state of research and identifying existing research gaps.
Who is the intended audience for this document?
The intended audience is primarily academic, for those interested in social media marketing, cross-cultural marketing, consumer behavior, and related fields. The information is intended for academic use and analysis.
- Quote paper
- Nivedha Mahendran (Author), 2018, The Role of Culture in Social Media Marketing. A Systematic Literature Review, Munich, GRIN Verlag, https://www.grin.com/document/458542
