Kulturens påverkan på Vogues internationella inbound marketing

Sammanfattning: Title: Kulturens påverkan på internationell inbound marketing Seminar date: 2/6/2021 Course: Bachelor's Thesis in Marketing, 15 credits Supervisor: Nikos Macheridis Keywords: Inbound marketing, Content marketing, Social media, Cultural dimension, Vogue, Cultural behavior, Culture, Color psychology, Luxury fashion. Purpose: Examine whether the content of Vogue's digital articles and Vogue's Instagram posts reflect the country's culture in which Vogue operates. More specifically, the selected countries, the United Kingdom, Taiwan and the United Arab Emirates. The authors' goal is partly so the companies and marketers in the media industry, specifically in fashion, should be informed about cultural differences in content marketing Method: A qualitative study with an inductive method to examine whether British Vogue, Vogue Taiwan and Vogue Arabia apply cultural dimensions in their inbound marketing. Theoretical framework: The study's theoretical framework is based on Hofstede's theory of cultural dimensions, Lewis' theory of cultural behavior, inbound marketing and color psychology. Empirical evidence: The data used in the study consists of 20 digital articles and 20 instagram posts from each Vogue magazine. The data has been taken directly from each Vogue magazine's website and Instagram accounts. Conclusion: The studied digital articles and Instagram posts showed that all Vogue digital web pages more or less used a cultural adaptation in their inbound marketing. On the other hand, it showed tendencies for the result to be closer to the average in comparison with previous theory and research. 1