Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/330512 
Year of Publication: 
2024
Citation: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 41 [Issue:] 6 [Year:] 2024 [Pages:] 62-68
Publisher: 
Thexis Verlag, St.Gallen
Abstract: 
Language choice in social media marketing has become a key concern for international companies. While English is seen as the default, the use of native languages offers strategic opportunities to connect more deeply with audiences. This study explores whether it is worth investing in native language strategies, even when faced with high translation costs.
Document Type: 
Article

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