TY - GEN
T1 - Content Sharing in Global Brand from Geographic Perspective
AU - Pariyar, Amit
AU - Murakami, Yohei
AU - Lin, Donghui
AU - Ishida, Toru
N1 - Funding Information:
This research was partially supported by a Grant-in-id for Scientific Research (S) (24220002) from the Japan Society for the Promotion of Science.
Publisher Copyright:
© 2015 IEEE.
PY - 2016/3/11
Y1 - 2016/3/11
N2 - Though websites offer a direct channel for global brands to communicate in the international market, the presence of outdated and inconsistent content can potentially create poor impressions. This study foresees the occurrence of inter- and intra-regional discrepancies in information shared via country-specific websites, for example, inconsistent content in product specifications shared with customer in the Asia-Pacific and North American regions. To deal with regional discrepancies, this study examined managerial preferences for content sharing within and beyond geographic regions in global brands and identified traits such as coupling and scales in sharing. High coupling in websites within Europe suggest that intra-regional discrepancies are more likely to occur in content shared inside the European region and high coupling in websites among Asia-Pacific, Europe, and Middle-East-Africa suggest vulnerability to inter-regional discrepancies. Preferences in sharing revealed in this study have implications in the design of consistency policy customized for specific regions.
AB - Though websites offer a direct channel for global brands to communicate in the international market, the presence of outdated and inconsistent content can potentially create poor impressions. This study foresees the occurrence of inter- and intra-regional discrepancies in information shared via country-specific websites, for example, inconsistent content in product specifications shared with customer in the Asia-Pacific and North American regions. To deal with regional discrepancies, this study examined managerial preferences for content sharing within and beyond geographic regions in global brands and identified traits such as coupling and scales in sharing. High coupling in websites within Europe suggest that intra-regional discrepancies are more likely to occur in content shared inside the European region and high coupling in websites among Asia-Pacific, Europe, and Middle-East-Africa suggest vulnerability to inter-regional discrepancies. Preferences in sharing revealed in this study have implications in the design of consistency policy customized for specific regions.
KW - content sharing
KW - country-specific websites
KW - geographic
KW - regional discrepancies
KW - web globalization
UR - http://www.scopus.com/inward/record.url?scp=84964892164&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84964892164&partnerID=8YFLogxK
U2 - 10.1109/Culture.and.Computing.2015.47
DO - 10.1109/Culture.and.Computing.2015.47
M3 - Conference contribution
AN - SCOPUS:84964892164
T3 - Proceedings - 2015 International Conference on Culture and Computing, Culture and Computing 2015
SP - 151
EP - 158
BT - Proceedings - 2015 International Conference on Culture and Computing, Culture and Computing 2015
PB - Institute of Electrical and Electronics Engineers Inc.
T2 - International Conference on Culture and Computing, Culture and Computing 2015
Y2 - 17 October 2015 through 19 October 2015
ER -