How Culture Affects Marketing Content: A Comparison Between Austria and the United States
Open Access
Author:
Di Carlo, Erica
Area of Honors:
Marketing
Degree:
Bachelor of Science
Document Type:
Thesis
Thesis Supervisors:
Matthew Michael Checchio, Thesis Supervisor Jennifer Chang Coupland, Thesis Honors Advisor
Keywords:
Social Media Instagram Facebook Austria Culture Marketing Advertising
Abstract:
Social media marketing is increasingly replacing traditional means of marketing globally. This thesis aims to understand the differences in digital marketing content and strategies used in the United States and Austria, primarily focusing on Facebook and Instagram. This thesis intends to answer the questions: Has promotional social media content become uniform among these different countries? If not, are the differences in content directed to the Austrian audience versus the American audience particular to an aspect of the country's culture?
First, this thesis introduces various digital marketing strategies and digital marketing channels. Second, it gives an overview of Austrian and American culture with a concentration in the food and beverage industry. Third, it provides a content comparison and analyzes the marketing content used by Austrian and American grocery retailers and coffee shops. Finally, this thesis discovers differences and similarities between Austrian and American promotional influencers with a focus in the food and beverage industry.
