Cultural Dimensions and Digital Engagement: Masculinity and Femininity in Samsung’s Instagram Captions in Japan and the Netherlands.
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2025-07-14
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en
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In today’s interconnected world, social media platforms like Instagram have become powerful tools for global communication, branding, and cultural expression. This study explores how cultural values shape digital marketing content and consumer engagement by analyzing Samsung’s Instagram captions in Japan and the Netherlands; two countries that strongly differ on Hofstede’s masculinity/femininity dimension. A comparative content analysis of 39 Instagram captions revealed that Japanese posts predominantly reflected masculine values, while Dutch posts aligned with feminine values. However, quantitative analysis showed no statistically significant differences in likes or comments based on cultural style. These findings suggest that although Samsung’s captions align with local cultural norms, this does not consistently result in higher engagement. This study contributes to cross-cultural communication and digital marketing research by highlighting how global brands navigate cultural adaptation on social media.
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