Cultural differences: draw or barrier?
Optimizing engagement in multinational online communities

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Author(s): Manila Austin
Collection: Online Research 2009
Keywords: Market Research Online Communities (MROC), Text Analytics, Culture

ESOMAR Excellence Award Nominee - Best Paper 2009/2010
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This presentation summarizes research findings on cultural differences across Communispace-run multinational communities, and extends previous research by exploring how members of multinational communities engage in specific research activity types, how online community members choose to frame their interactions when they do engage, and what kinds of language members use to express emotion. Implications for how companies and market researchers can optimize engagement in online communities are discussed.



Date of publication: 29-10-2009
ISBN: 92-831-0238-X
Order Code: S339
Number of pages: 20

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