Citation

Suhaimi, Nur Fara Aini (2024) The optimal threshold of localization in Digital Marketing: Achieving the perfect balance. Masters thesis, Multimedia University.

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Abstract

This study purpose is to examine the influence of digital marketing localization when it comes to the level of consumer engagement, market penetration, and brand perception in Malaysia. The research question of the current study revolves around whether increased or decreased level of localization affects critical marketing results in a multicultural environment. Cross-sectional data were gathered in the quantitative method from a selection of internet users in Malaysia. The results signify that positive changes in the level of linguistic adaptation positively affect such factors as market coverage and customer relations with a given brand. This study highlights that there was a positive correlation between the perception towards the localization and the above-mentioned marketing consequences, emphasizing the need to implement culture sensitive marketing. The following theories, Hofstede’s Cultural Dimension Theory and the UTAUT, are core theories endorsed by the study, emphasizing the importance of consideration towards culture and the advanced incorporation of technology in digital marketing localization. Some of these include the need for companies to embrace newer technologies such as machine translation and data analysis in order to operate effectively, ensure marketing teams are trained to be sensitive to cultural differences around the world, and how companies can ensure they maintain a sense of standardization across the worlds while at the same time making necessary adaptions for the local markets. From an empirical perspective, it is evident that well-localized marketing content yields a very positive effect on consumer trust, consumer engagement, consumer loyalty, and therefore has a positive impact on brand reputation which is a key element of brand equity. The study offers relevant solutions to organizations interested in enhancing the efficacy of their marketing campaigns within different contexts to address localization oddities.

Item Type:	Thesis (Masters)
Additional Information:	Call No.: HF5415.1264 .N87 2024
Uncontrolled Keywords:	Interactive marketing
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Management (FOM) > MBA Programme
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	22 May 2025 07:36
Last Modified:	22 May 2025 07:36
URII:	http://shdl.mmu.edu.my/id/eprint/13808

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