Title: Culture and brand communications in social media: an exploratory analysis of Japanese and US brands

Authors: Adam Acar; Daiki Takamura; Kaho Sakamoto; Ai Nishimuta

Addresses: Kobe City University of Foreign Studies, 9-1, Gakuen-higashi-machi Nishi-ku, Kobe 651-2187, Japan ' Kobe City University of Foreign Studies, 9-1, Gakuen-higashi-machi Nishi-ku, Kobe 651-2187, Japan ' Kobe City University of Foreign Studies, 9-1, Gakuen-higashi-machi Nishi-ku, Kobe 651-2187, Japan ' Kobe City University of Foreign Studies, 9-1, Gakuen-higashi-machi Nishi-ku, Kobe 651-2187, Japan

Abstract: To better understand how popular brands use social media and also address the relationship between culture and brand communications in the era of social networks, this study content analysed the use of Facebook and Twitter by the top 100 US and Japanese brands. The top 100 US brands investigated in this study seemed to be way more active and assertive when compared with the top 100 Japanese brands. The results showed that Japanese brands in general ask fewer questions, post less frequently, do not address their fans directly, do not initiate conversations, reveal less amount of info on brand profiles and do not allow fans to post on their walls. Based on the findings, the relationship between local culture and social media practices was further elaborated.

Keywords: social networks; social media; Japan; USA; United States; top 100 brands; Twitter; Facebook; advertising; promotions; news; cross-cultural marketing; web based communities; online communities; virtual communities; social networking; local culture; brand communications; brand profiles.

DOI: 10.1504/IJWBC.2013.051299

International Journal of Web Based Communities, 2013 Vol.9 No.1, pp.140 - 151

Published online: 30 Jan 2014 *

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