Content Analysis of Web Site as the Communication Medium: Does the Culture Matter?

Uray N., Eldas O., Burnaz S.

16th World Business Congress, Maastricht, Netherlands, 4 - 08 July 2007, vol.16, pp.418-426 identifier

  • Publication Type: Conference Paper / Full Text
  • Volume: 16
  • City: Maastricht
  • Country: Netherlands
  • Page Numbers: pp.418-426
  • Istanbul Technical University Affiliated: Yes


The digital economy has a profound impact on marketing communications in today's international arena which requires expanding effective and timely contact between customers and companies. Marketing managers must take the advantage of electronic marketing opportunities and use them effectively to compete successfully. The culture has a major influence on the effectiveness of e-marketing efforts. The main objective of this study is to evaluate the existing situation of the Turkish web sites in terms of cultural dimensions indicating to what extent adaptation strategies are applied by the companies. Content analysis is used in order to measure the various web site characteristics of global companies originated in the U.S. and U.K. and make a cross-cultural comparison with the related local Turkish sites.