Intrinsically connected world caused fundamental shifts in how we run the businesses and shape marketing strategies. Global businesses require understanding and a communication of cross-cultural differences across borders. In addition, the digitalization of marketing has caused these two to merge, bringing down the boundaries and expanding the reach.
The proposed research project aims to explore the cross-cultural influence on different digital marketing strategies (direct marketing, content marketing, social media marketing, e-WoM, dropshipping). In addition, the project will look at online consumer response within cultural dimensions. A special focus will be on the intercultural effect on marketing practices within word-of-mouth strategies (offline and online, in/out group). The research will have exploratory character with some mix of descriptive features. Both qualitative and quantitative research will be applied where applicable and depending on individual papers within the project framework. The ultimate goal is to uncover the cultural differences, define the solution and answers to intercultural questions when it comes to digital marketing strategies and finally suggest the applicable changes in marketing industry that is using digital marketing tools to reach regional and global audience.
The project follows up a dissertation thesis being in progress as well as research project funded by the Grant Agency of Masaryk University and realized in the year 2018: MUNI/A/1125/2017 “Consumer Behaviour Research in Digital Environment”. The aforementioned dissertation is studying differences between offline and online Word of Mouth from a cultural standpoint (more profoundly researching influence of national culture on Word of Mouth). Preliminary analysis of existing literature show that the intercultural element has been neglected and overall not studied in context of differences between offline and online Word of Mouth. The thesis developed a model (based on a survey) which covers two different cultural settings of Czech Republic and Serbia. The model, if proved to be suitable, should be applicable in other studies with intercultural prefixes.

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