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Bud Light Tiktok: Impact And Nature Of The Digital World

1352 Words6 Pages

Communication is the process of sharing meaning by transmitting messages through media such as words, behavior, or material artifacts. International managers of social media platforms have to juggle and balance what is accepted communication and what isn’t due to cultural differences in a global market. When a sender conveys a message to the receiver, the message is a medium that can undermined its intended meaning due to cultural noise. Bud Light used social media and ran commercials to express their partnership with transgender TikTok celebrity Dylan Mulvaney. The company’s plan was that it would boost sales in the transgender and LGBTQ community. According to their statistics, social commentary fades after 48 hours. However, Bud Light …show more content…

What Bud Light failed to consider was the impact and nature of the digital world. The clash between transgender, LGBTQ, and the west created a major buzz across a variety of digital platforms. According to Sprout Social 2023, TikTok has a monthly following of 834.3 million in which its customers spend about 45.8 minutes a day on the app. This is a situation that corporations and managers use as an example of how cultures can affect profits, convey the wrong message, and create hostility toward a community. Managers working in foreign and domestic locations, are to consider the effects and backlash from opposing cultures in todays digital …show more content…

It makes the globe feel smaller than it is. If you are a user of Facebook, Twitter, or even Netflix you are given certain privileges that some users don’t get using the same app in another county. Due to agreements between that country and the social media platform, certain options, information, and topics are restricted. Netflix is available in over 190 countries around the world. Each country has its own catalog of original and licensed TV shows and movies. This gives one the impression of acting local. Going on vacation from the US to Mexico and still being able to catch your favorite shows, acting local. At the same time, it is going global. Providing a service in to 190 different countries, Netflix caters it shows and movies to the country they are in. In the US, Netflix carries 5,786 titles while carrying 5,539 titles in India. Whether its streaming or using social media around the globe, MNCs are providing a service globally while making its customers feel like a local

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