Analyses of social media marketing across culture: Consumer Behaviour on Facebook between Cultures

Bc. Mohit Vaghjibhai Thumar, BBA

Master's thesis

Abstract:

The thesis aims to investigate the link between culture and online social media marketing. Consumer buying behaviour on social media is compared and contrasted with other forms of media. To forecast these variations across cultures, Hofstede's cultural characteristics are used in conjunction with other theories. Facebook is one of the most popular and quickly expanding online social networks. Facebook, which has over 845 million members, is a tremendously successful marketing tool. Consumers may be attracted to their business via Facebook and can also establish online connections and utilize Facebook as a digital marketing communications platform. In this context, the research employs qualitative approach in terms of collecting the data from the closed-ended questionnaires for assessing the significance of cultural aspects on the purchasing behaviour on Facebook.

Keywords

Cross-cultural dimension, Hofstede cultural model, Social media marketing, Consumer behaviour, Customer engagement

Language used: English

Date on which the thesis was submitted / produced: 3. 12. 2023

Thesis defence

• Supervisor: Ing. Richard Selby, Ph.D.
• Reader: Dagmar Charvátová, externi

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme:
Business Administration