Point of View: Global WOMing

Online globalisation can be a challenge for marketers. With word-of-mouth – how, why and if we use brands as conversational currency – subtle cultural differences have big consequences.

Point of View: Global WOMing

Molly Flatt


Are online social platforms driving global homogeneity? Because we share and view each other's content with fewer geographical barriers than ever before, are we becoming one big YouTube-indoctrinated family?

Amir Millson of Curtin University of Technology says "the advent of globalisation is highly driven by the internet and social media, allowing cultures to spread throughout the world". This certainly feels accurate when you're tweeting about a Huffington Postarticle with a Texan mom one minute, and checking out some Harry Potter-inspired outfits on a Japanese street fashion blog the next....

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