Despite the growing trend toward the interactive medium,there would appear to be a lack of comprehensive researchmethodology for evaluating the degree of standardisation inmultinational corporations' (MNCs') online communicationstrategies across differing cultures. The objective of thisexploratory study is to construct a research framework forcross-cultural comparison of corporate Web pages, applyingtraditional advertising content study techniques. A series of pretestswere conducted to examine three explanatory variables,i.e. information content, cultural values and creative strategieson Japanese MNCs' product-based home pages in Japan, Spainand the USA. The results revealed that Japanese firms tendedto localise their online communication strategies in their targetmarkets. In closing, future research directions are discussed andcontent analysis research designs are summarised.
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