What type of study is this?

This is a Content Analysis study.

October 2, 2025Open Access

Standardization and Adaptation Strategies in Marketing Communication: A Comparative Study Between Brazil and Argentina

LOLeonardo Bordin de OliveiraUniversidade Estadual de Maringá VNVitor Koki da Costa NogamiUniversidade Estadual de Maringá

Key Points

Brazilian multinationals employ adaptation strategies for social media communication in foreign markets, enhancing relevance.
100% of analyzed companies adjusted their Instagram content, revealing diverse levels of adaptation in messaging.
Content analysis focused on the design and content of Instagram accounts for a comprehensive view of marketing strategies.
The findings highlight the importance of tailored marketing communication in successfully engaging target audiences in different countries.

Abstract

This article investigates the digital marketing communication strategies adopted by Brazilian multinationals in the Latin American market, specifically focusing on identifying adaptation or standardization strategies across channels in different countries. The central research question is: do Brazilian multinationals standardize or adapt their social media communication when operating in foreign markets? To answer this question, we conducted a content analysis, examining the design and content of the Instagram accounts of Brazilian multinationals operating in Brazil and Argentina. At the end of the research, it was possible to observe a scenario in which the adaptation strategy is used by 100% of the companies analysed, which led to the creation of subcategories of analysis: Slightly adapted, Moderately adapted, and Highly adapted companies.

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