LOCALISING SOCIAL NETWORKING SITES: SOME MARKETING IMPLICATIONS

Abstract

Social networking sites such as Facebook, Google+, Twitter, Pinterest and others already attracted millions of users, many of whom have integrated these sites into their daily routines. New social networking sites find it increasingly more difficult to enter the market. One of opportunities to make the site more attractive for local users while targeting not only population of country of origin is to localise it. This article provides conceptual framework for localisation of social networking sites from marketing point of view. Proposed framework is built on basis of traditional marketing mix, cultural dimensions suggested by G. Hofstede (1980) and building blocks of social networking sites. Further on assumptions on some possible marketing implications given in order to better explain provided conceptual framework and its possible practical applications.

DOI: http://dx.doi.org/10.5755/j01.em.17.2.2197