Complaint behaviour in a cultural comparison: An analysis of complaints on Facebook using Deutsche Telekom and Movistar as examples.DE

Increasing globalisation is leading to many companies doing more business abroad and, as a result, to companies having an online presence in other languages. Many companies are setting up Facebook pages for their corporate communications in languages other than the national language of their headquarters. These are often managed by employees at the company's headquarters who have a good command of the respective foreign language. Against this backdrop, the question arises as to whether cultural specifics can also be found on Facebook pages, or whether cultural boundaries based on belonging to a particular geographical area have become obsolete online due to the global accessibility of the internet. What implications does this have for corporate communications? The book explores this question by examining language on Facebook.