Abstract:
The purpose of this study is to undergo a thorough understanding of the complex yet
interdependent interactions among digital engagement and the cultural factors that
impact it, by viewing it with the lens of Integrated Marketing Communication (IMC)
Model and Hofstede's Cultural Dimensions Model.
This project report attempts to perform a careful analysis of how the cultural nuances
and dimensions can affect the way modern consumers are interacting and behaving in
the digital atmosphere, and how it can relate to their buying choices and preferences.
The in-depth study of these factors enables us to comprehend how these cultural factors
influence consumer behaviors and digital decision-making. It also sheds light on the
pivotal role that effective Integrated Marketing Communication can play and the way
it seamlessly integrates with the Hofstede’s Cultural Dimensions providing the
businesses a comprehensive strategy for adaptable digital engagement.
Towards the end of the project report, we present viable recommendations emphasizing
the importance of cultural nuances and quirks when targeting localization and how it
can help reach their target audience more effectively and to establish genuine
connections with them that are long-lasting and profitable.
In essence, this project report emphasizes the need for 'Think Globally – Act Locally'
for the large-scale businesses operating on a global scale and are now aiming to tailor
their communication to a local level, as it helps businesses glide seamlessly through
the waters of the modern digital landscape.
