Strategic Narratives for Global Brands: Crafting Cross-Cultural Communication in the Digital Era

DOI: https://doi.org/10.4025/rimar.v15i2.75669
Palavras-chave: Social media marketing, Digital communication strategies, Cross-cultural branding, Local social media accounts, Instagram

Resumo

Social media have disrupted corporative global communication and marketing practices, providing valuable opportunities for global engagement, customer relations, and brand promotion. This study investigates how companies develop and apply social media strategies, adjusting them to different markets and cultural contexts. To this end, we develop a four-phase empirical analysis, using qualitative and quantitative approaches, on Instagram strategies of five global brands - Samsung, McDonald's, Coca-Cola, Starbucks, and IKEA - in ten different countries. Results indicate that global brands thrive by balancing global consistency with local presence and relevance, paying attention to cultural content adaptation, linguistic nuances, and consumer preferences in each market they operate. This strategy ultimately promotes consumer loyalty, as they can relate to the brand and feel it is an integral part of their communities and daily lives. Findings contribute to understanding digital marketing in global branding and offer practical insights for companies looking to navigate the complexities of cultural diversity in their social media strategies.

 

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Biografia do Autor

Bárbara Mota, NOVA Information Management School, Lisbon, Portugal

M.Sc. in Data-Driven Marketing, NOVA Information Management School, Lisbon, Portugal. Digital Marketing Manager at Robert Bosch S.A., Lisbon, Portugal.

Marlon Dalmoro, Universidade Federal do Rio Grande do Sul (UFRGS), Brazil, and NOVA Information Management School, Portugal

Ph.D. in Management Sciences, Federal University of Rio Grande do Sul (UFRGS). Professor in the Department of Management Sciences at UFRGS, and at NOVA Information Management School, Lisbon, Portugal.

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Publicado
2025-09-22
Como Citar
Mota, B., & Dalmoro, M. (2025). Strategic Narratives for Global Brands: Crafting Cross-Cultural Communication in the Digital Era. Revista Interdisciplinar De Marketing, 15(2), 163-186. https://doi.org/10.4025/rimar.v15i2.75669
Edição
v. 15 n. 2 (2025): julho-dezembro
Seção
Artigos

Declaro que o presente artigo é original, não tendo sido submetido à publicação em qualquer outro periódico nacional ou internacional, quer seja em parte ou em sua totalidade. Declaro, ainda, que uma vez publicado na Revista Interdisciplinar de Marketing, editada pela Universidade Estadual de Maringá, o mesmo jamais será submetido por mim ou por qualquer um dos demais co-autores a qualquer outro meio de divulgação científica. Através deste instrumento, em meu nome e em nome dos demais co-autores, porventura existentes, cedo os direitos autorais do referido artigo à Universidade Estadual de Maringá e declaro estar ciente de que a não observância deste compromisso submeterá o infrator a sanções e penas previstas na Lei de Proteção de Direitos Autorias (Nº9609, de 19/02/98).

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