Global Brands, Local Impact – How Culturally Adapted Marketing Affects Consumer Behavior in terms of Social Media Engagement and Purchasing Intentions: A Swedish Perspective
As the world becomes a global market and the number of multinational enterprises (MNEs) continues to rise, understanding effective international marketing strategies becomes increasingly critical. This paper explores promotion strategies adapted to individual cultures and markets from a consumer perspective, addressing gaps left by previous studies that predominantly focus on quantitative analyses
