Cross-Cultural Corporate Communication in the Digital Space: Evidence from Société Générale's Country-Specific Websites

Abstract

This study explores the manifestations of cross-cultural business communication within the digital environment. As it is a type of communication that focuses on weaving diverse and multifaceted relationships, it contributes to bridging distances and creating grounds for understanding and respect amidst the cultural diversity of various contexts, markets, and countries. Through a descriptive analysis of qualitative data from Société Générale's country-specific websites, accessed between April and May 2024 this research highlights how the bank adapts its digital communication strategies to align with the cultural particularities of each country. Despite its French origins, Société Générale demonstrates a localized approach in its online presence, customizing content and communication styles to align with the distinct cultural attributes of each market/society where it operates