Samsung’s Instagram marketing through a cultural lens: Hofstede’s individualism-collectivism and consumer engagement.
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2025-07-14
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en
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This study examined how Samsung, as a multinational corporation, adjusts its Instagram content regarding language use to Hofstede’s individualism-collectivism dimension in the United States (individualistic) and the Philippines (collectivistic), and thereby the effect on the sentiment of the users’ comments on Instagram. A corpus analysis was conducted on captions of Samsung’s Instagram posts, focusing on pronouns and types of language used. Consumer engagement was measured through the number of likes, shares, and comments. In addition, a sentiment analysis was performed on the comments to determine the emotional tone of the engagement. The findings revealed that Samsung differentiates its communication style by using diverse pronouns and targeting individuals or the community, but this does not consistently align with the corresponding dimension. Regarding consumer engagement, individualistic Instagram users engaged more actively with Samsung’s content by posting comments compared to collectivistic users. However, no significant relationship was found between the type of language used in the captions (individualistic, collectivistic) and the sentiment of the consumer engagement in the comments (positive, negative, neutral).
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Faculteit der Letteren