Browsing by Author "Bessa, Rui Pedro Carneiro"
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- Digital Marketing in Luso-Nihon: a comparative study from Portugal to JapanPublication . Bessa, Rui Pedro CarneiroPortugal and Japan have a long history of cultural and commercial exchange. However, digital marketing approaches and strategies are influenced by several factors, including cultural factors specific to each country. This is evident in the differences in digital marketing approaches between Japan and Portugal, which has a direct impact on Portuguese or Japanese companies seeking to reach audiences in the other country. There is a need to understand whether companies in one country can learn from the other. Through literature review and qualitative research, based on unstructured interviews conducted with five Japanese and Portuguese professionals in the field, the results suggest that companies in Japan respond more slowly to digitisation, customers prioritise online privacy, digital communication has higher formality requirements, and advertising materials tend to have a greater amount of text and colour clash. The empirical experience reported by the interviewees following the analysis of the interviews was contrasted and compared with the literature review. On this basis, it is concluded that Japanese companies can learn from Portuguese digital marketing strategies, as the way digital marketing has been approached in Japan to date cannot be considered the most effective. The opposite cannot be said of Portuguese companies since they have shown to execute digital marketing strategies more congruently with market demand and current reality.