Standardization, adaptation, and personalization of international corporate social media communications

Leonidas Hatzithomas, Thomas Fotiadis, Dafnis N. Coudounaris*

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

16 Citations (Scopus)


This research examines both the standardization versus adaptation of Vodafone's international corporate social media communications strategy in Study 1 and consumers’ attitudes toward this strategy in Study 2. Study 1 investigates Vodafone's strategy in Facebook through a content analysis and Study 2 focuses on consumers’ attitudes through a qualitative approach of 12 Facebook fans: 6 in the UK and 6 in Greece. The findings reveal that Vodafone implements a local strategy in corporate Facebook campaigns, taking into account the cultural differences between these countries. The results also indicate that the debate on the international corporate Facebook communications strategy should extend beyond the standardization/adaptation dichotomy, pointing out the pivotal role of personalization.
Original languageEnglish
Peer-reviewed scientific journalPsychology and Marketing
Issue number12
Pages (from-to)1098-1105
Number of pages8
Publication statusPublished - 11.2016
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management


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