Unpacking the design of cross-border communication through digital channels: standardization vs. adaptation approaches

Rashkova, Yanina

;Moi, Ludovica;Marku, Elona;Cabiddu, Francesca

2022-01-01

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Abstract

This study investigates whether and how multinational companies adapt or standardize the design and content of online communication across different channels when operating in different countries. We perform a content analysis of multinational companies’ websites and Instagram pages to analyze their online communication deployed in two markets: Russia and Italy. This study reveals three main approaches that multinational firms adopt when considering the design and content of websites and social media simultaneously: standardized convergence, adaptive convergence, and cross-media divergence. Furthermore, we confirm that country and industry are important variables to consider when developing cross-border communication in the online context. In closing, we provide some managerial implications and recommendations for further research on this topic.