INTERCULTURAL CHARACTERISTICS OF DIGITAL MARKETING

Abstract

The paper focuses on the intercultural characteristics of digital marketing. It uses comparative analysis to point out key differences in the perception of digital marketing communication throughout different countries and cultures. The analysis steps on Geert Hofstede’s 6-d model of national culture with the added two dimensions – Long-term orientation and Indulgence – to try and differentiate between organization’s efforts to communicate with users in different countries. Several digital marketing communications are studied, with a focus on digital advertising. The paper could be of use to professionals in the spheres of business administration, intercultural communication, philology, journalism, etc.