Date of Graduation
12-2023
Document Type
Thesis
Degree Name
Bachelor of Science in International Business
Degree Level
Undergraduate
Department
Marketing
Advisor/Mentor
Jensen, Sarah
Abstract
Social media's explosive growth has revolutionized global connectivity, engaging billions of users and transforming how we learn and share in digital communities. Social media has enabled cross-cultural connectivity and cultural exploration, showcasing diverse lifestyles and customs.
In this Honors undergraduate thesis, research was conducted exploring the relationship between exposure to other cultures on social media and user's perception from seeing this content. This research gauged if there were more positive or negative associations for people from other countries or cultures due to exposure via social media, users' perception and reaction to culturally-insensitive content on platforms, and consumer reaction to culturally-oriented digital marketing from brands or companies online.
Keywords
digital marketing, cultural exploration, social media, culturally insensitivity
Citation
Mahoney, M. (2023). Crossing Digital Borders: An Exploration of Changes in Exposure and Perceptions of Other Cultures via Social Media Platforms. Marketing Undergraduate Honors Theses Retrieved from https://scholarworks.uark.edu/mktguht/82