Conceptual framework for localisation of social networking sites

Abstract

Social networking sites (i.e. Facebook, Orkut, Cyworld, etc.) already attracted millions of users, many of whom have integrated these sites into their daily rutines. It is becoming more difficult to enter the market for new social networking sites. One of options to make website more atractve for local users while targeting not only population of country of origin is to localise or adapt the website. This article provides conceptual framework for localisation of social networking sites from marketing point of view. Proposed framework is built on basis of traditional marketing mix, cultural dimensions suggested by G. Hofstede (1980) and building blocks of social networking sites.