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

Included in

Marketing Commons

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