Transcending language barriers in social media : a multidimensional analysis of native language influence on brand identification across European countries

Laura Koruga, Nikolai Müller, Tobias Erhard, Dipl. sc. pol., Prof. Dr. Guido Ellert

Language choice in social media marketing has become a key concern for international companies. While English is seen as the default, the use of native languages offers strategic opportunities to connect more deeply with audiences. This study explores whether it is worth investing in native language strategies, even when faced with high translation costs.

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Year of publication:	2024
Authors:	Koruga, Laura ; Müller, Nikolai ; Erhard, Tobias ; Ellert, Guido
Published in:	Marketing Review St. Gallen : die neue Thexis-Marketingfachzeitschrift für Theorie und Praxis. - St. Gallen : Thexis Verlag, ISSN 1865-7516, ZDB-ID 2425938-X. - Vol. 41.2024, 6, p. 62-68
Subject:	Sprache \| Language \| Social Web \| Social web \| Markenführung \| Brand management \| EU-Staaten \| EU countries \| Konsumentenverhalten \| Consumer behaviour \| Europa \| Europe

Type of publication:	Article
Type of publication (narrower categories):	Aufsatz in Zeitschrift ; Article in journal
Language:	English
Notes:	Volltext nicht verfügbar
Source:	ECONIS - Online Catalogue of the ZBW

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