Online corporate communication: Should national culture matter?

Introduction The purpose of this paper is to investigate how the culture a nation influences online corporate communication, focusing on assessment culturability business websites. Although Internet constitutes global phenomenon, cultural filters influence its use at local level, ultimately determining more or less favorable attitude toward given website. Understanding and analysing adaptation communication crucial as it has potential greatly customers perceive respond graphic content elements. Methods Building upon Hofestede's Hall's theories, analysis technique was used code markers new indicators have been created allow association elements contents websites with characteristics. countries chosen case studies are India Australia, which present significant differences highlighting practical implications deriving from website design. Results results show that company analyzed designed incorporate nuances target country. In particular, Australian websites, there greater frequency referring individualism, masculinity, uncertainty avoidance compared Indian ones. On contrary, power distance, high context, polychronic characteristics than This overcomes qualitative approaches previous literature, developing for providing quantitative comparison Hofstede Hall frameworks. Discussion work provides guideline companies, analysts, different professionals involved in web More specifically, they be aware challenges when operate outside national boundaries, by designing culturally usable one study.