A systematic review of cultural effects on brands’ communication styles across diverse social media channels

The purpose of this paper is: (1) to determine the state of the art regarding the brands’ communication styles in different social media channels and (2) explore the effects of cultural differences on how brands communicate across different social media channels. We employed a systematic literature review (SLR) based on the preferred reporting items for systematic reviews and meta-analyses (PRISMA) method by investigating the Web of Science, Science Direct, Emerald and Scopus databases. Relevant studies were identified and supplemented by a thorough examination of reference lists of these studies. A systematic analysis of 50 articles illustrates that brands’ communication styles on social media are informal and formal, personalised and nonpersonalised, high-context and low-context, social-oriented and task-oriented, responsive and assertive, private and public, communal and exchange and impression enhancement and interactivity enhancement. The brands’ communication styles on social media differ according to cultural nuances, while brand positioning and brand familiarity act as moderators. There is very little published research to reveal the state of the art regarding the literature on brands’ communication styles in different social media channels. This paper represents a pioneering effort in systematically and comprehensively synthesising the existing knowledge about the communication styles of brands on different social media platforms, considering cultural variations. Brands should ensure consistency with their established image, tailor approaches based on brand recognition and adapt to formal communication for new markets. Cross-cultural marketing research with ongoing data analysis empowers managers to refine communication styles using consumer feedback and market insights. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.