Content Sharing in Global Brand from Geographic Perspective

Amit Pariyar, Yohei Murakami, Donghui Lin, Toru Ishida

研究成果: Conference contribution

1 被引用数 (Scopus)

抄録

Though websites offer a direct channel for global brands to communicate in the international market, the presence of outdated and inconsistent content can potentially create poor impressions.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.

本文言語English
ホスト出版物のタイトルProceedings - 2015 International Conference on Culture and Computing, Culture and Computing 2015
出版社Institute of Electrical and Electronics Engineers Inc.
ページ151-158
ページ数8
ISBN(電子版)9781467382328
DOI
出版ステータスPublished - 2016 3 11
外部発表はい
イベントInternational Conference on Culture and Computing, Culture and Computing 2015 - Kyoto, Japan
継続期間: 2015 10 172015 10 19

出版物シリーズ

名前Proceedings - 2015 International Conference on Culture and Computing, Culture and Computing 2015

Other

OtherInternational Conference on Culture and Computing, Culture and Computing 2015
国/地域Japan
CityKyoto
Period15/10/1715/10/19

ASJC Scopus subject areas

  • 人間とコンピュータの相互作用
  • カルチュラル スタディーズ
  • コンピュータ サイエンスの応用

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