Content Sharing in Global Brand from Geographic Perspective

Amit Pariyar, Yohei Murakami, Donghui Lin, Toru Ishida

Research output: Chapter in Book/Report/Conference proceedingConference contribution

1 Citation (Scopus)

Abstract

Though websites offer a direct channel for global brands to communicate in the international market, the presence of outdated and inconsistent content can potentially create poor impressions. This study foresees the occurrence of inter- and intra-regional discrepancies in information shared via country-specific websites, for example, inconsistent content in product specifications shared with customer in the Asia-Pacific and North American regions. To deal with regional discrepancies, this study examined managerial preferences for content sharing within and beyond geographic regions in global brands and identified traits such as coupling and scales in sharing. High coupling in websites within Europe suggest that intra-regional discrepancies are more likely to occur in content shared inside the European region and high coupling in websites among Asia-Pacific, Europe, and Middle-East-Africa suggest vulnerability to inter-regional discrepancies. Preferences in sharing revealed in this study have implications in the design of consistency policy customized for specific regions.

Original languageEnglish
Title of host publicationProceedings - 2015 International Conference on Culture and Computing, Culture and Computing 2015
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages151-158
Number of pages8
ISBN (Electronic)9781467382328
DOIs
Publication statusPublished - 2016 Mar 11
Externally publishedYes
EventInternational Conference on Culture and Computing, Culture and Computing 2015 - Kyoto, Japan
Duration: 2015 Oct 172015 Oct 19

Publication series

NameProceedings - 2015 International Conference on Culture and Computing, Culture and Computing 2015

Other

OtherInternational Conference on Culture and Computing, Culture and Computing 2015
CountryJapan
CityKyoto
Period15/10/1715/10/19

Keywords

  • content sharing
  • country-specific websites
  • geographic
  • regional discrepancies
  • web globalization

ASJC Scopus subject areas

  • Human-Computer Interaction
  • Cultural Studies
  • Computer Science Applications

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  • Cite this

    Pariyar, A., Murakami, Y., Lin, D., & Ishida, T. (2016). Content Sharing in Global Brand from Geographic Perspective. In Proceedings - 2015 International Conference on Culture and Computing, Culture and Computing 2015 (pp. 151-158). [7433247] (Proceedings - 2015 International Conference on Culture and Computing, Culture and Computing 2015). Institute of Electrical and Electronics Engineers Inc.. https://doi.org/10.1109/Culture.and.Computing.2015.47