Intercultural Competencies

Thank you for participating in this survey on intercultural communication by companies on social media. Your insights will help to understand which intercultural competencies are perceived as essential for respectful and effective communication across different cultural contexts.

The survey will take approximately 3 minutes to complete. All responses are anonymous and will be used solely for academic research purposes.

I highly appreciate your valuable input!

Gesichert

Survio

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1

On average, how much time do you spend on social media per day?

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Less than 1 hour

1-2 hours

3-4 hours

5+ hours

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3

For which purposes do you follow companies on social media?

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4

Have you ever seen a company post something that seemed culturally insensitive?

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Yes

No

I´m not sure

5

If yes, what made it feel inappropriate?

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It used a cultural stereotype

It showed a lack of sensitivity towards a culture

It misused religious symbols or traditions

It excluded or overlooked certain cultural groups

It seemed like cultural appropriation (e.g., using cultural elements for marketing without respect)

Others

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Which of the following examples do you perceive as appropriate?

18

Situation A: A skincare brand uses Chinese New Year symbolism in an ad targeted globally.

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Appropriate

Not appropriate

I´m not sure

19

Situation B: A fashion label uses African tribal prints without crediting the culture.

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Appropriate

Not appropriate

I´m not sure

20

Situation C: A company posts Ramadan greetings only in Arabic-speaking countries.

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Appropriate

Not appropriate

I´m not sure

21

Can you recall a social media campaign you found especially culturally inclusive or respectful?

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22

How would you react if a brand repeatedly ignored cultural sensitivities in their social media content

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23

How likely are you to recommend a brand that communicates respectfully across cultures?

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24

How would you react if a company apologized for a culturally insensitive post but did not change its future communication practices?

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Accept the apology and continue following the brand.

Monitor their future posts before deciding.

Unfollow the brand.

Share my concerns on social media.

Stop purchasing from the brand.

Others

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25

How would you react if a company proactively showcased diverse cultures in its social media campaigns?

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Feel more positively about the brand

Be more likely to engage with their content

Consider purchasing their products or services

It wouldn't influence my perception of the brand

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26

In your own words: What makes a company’s communication respectful and interculturally competent?

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27

Any final thoughts or advice for companies trying to improve their social media presence globally regarding intercultural competencies?

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Intercultural Competencies

On average, how much time do you spend on social media per day?

Which platforms do you use most often to engage with companies?

For which purposes do you follow companies on social media?

Have you ever seen a company post something that seemed culturally insensitive?

If yes, what made it feel inappropriate?

Companies should consider cultural differences in their posts. (for example using different languages)

Humor on social media can often cause cultural misunderstandings.

Companies that understand my culture feel more trustworthy to me.

Visuals and symbols can also be culturally inappropriate.

I am more likely to engage with a company's social media content if it reflects cultural awareness.

Companies that adapt their social media communication to different cultural contexts demonstrate respect for their audience.

Being open to cultural diversity

Using respectful and inclusive language

Understanding local customs and taboos

Translating posts with cultural sensitivity

Avoiding stereotypes in images or videos

Adapting content to different cultures (e.g. different versions for different countries)

Situation A: A skincare brand uses Chinese New Year symbolism in an ad targeted globally.

Situation B: A fashion label uses African tribal prints without crediting the culture.

Situation C: A company posts Ramadan greetings only in Arabic-speaking countries.

Can you recall a social media campaign you found especially culturally inclusive or respectful?

How would you react if a brand repeatedly ignored cultural sensitivities in their social media content

How likely are you to recommend a brand that communicates respectfully across cultures?

How would you react if a company apologized for a culturally insensitive post but did not change its future communication practices?

How would you react if a company proactively showcased diverse cultures in its social media campaigns?

In your own words: What makes a company’s communication respectful and interculturally competent?

Any final thoughts or advice for companies trying to improve their social media presence globally regarding intercultural competencies?