Technology Generation and Media Usage in B-2-B Communication: A Cross-Cultural View

Autor:	Toni Drescher, Vanessa Cabral, Martina Ziefle, Judith Leckebusch
Rok vydání:	2015
Předmět:	Work (electrical) business.industry Frequency of use Cross-cultural Advertising Social media Sociology Media relations Public relations Business-to-business business Mass communication New media
Zdroj:	Human Aspects of IT for the Aged Population. Design for Aging ISBN: 9783319208916 HCI (25)
DOI:	10.1007/978-3-319-20892-3_41
Popis:	In this work culture-specific and cross-cultural influences on frequency of use of media and trust in media for B-2-B communication purposes were explored, taking Brazil and Germany as exemplary countries. Using an online survey, 236 respondents from Brazil and Germany were examined regarding their professional media usage. Findings show both culture-specific as well as cultural insensitive media usage in B-2-B communication. Brazilians use new media more frequently than Germans. However, it was also revealed that cross-cultural variables as age, gender and technical self-efficacy influence even more significantly the frequency of use of media. Furthermore, trust in media for B-2-B communication showed to positively correlated with the frequency of use of media in both countries.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::edbf956aadbaa929007613598bcd6d74 https://doi.org/10.1007/978-3-319-20892-3_41 Zobrazit plný text záznamu