Cultural Politeness: Developing a Multiple Perspectives Paradigm in Marketing Communication

DOI

10.2991/assehr.k.210514.005How to use a DOI?

Keywords

Advertising, Communication Accommodation Theory, Cultural Politeness, Face Management Theory, Marketing Communication

Abstract

This study aims to explore the roles of cultural politeness, a concept integrating intellect and moral values to shape the marketing communication behaviour and ethics from multiple cultural perspectives. This conceptual paper investigating how contemporary marketing communication practices are affected and manifested by existing knowledge of cultural politeness. The influence of cultural politeness can still be found in the contemporary business settings although its origins can be traced back to various civilization. For instance, marketing communication ethics in developing of promotion, advertising and branding content are related to the politeness behaviour. This study examined cultural concepts that are largely overlooked in the marketing literature in analysing cultural politeness in marketing communication from perspectives of western, African and Asian cultures. Although, the marketing communication is growing rapidly in business activities, only little scholarly attention has attempted to explore the cultural foundations and underpinnings that influence and shape marketing practices. Cultural politeness can serve as a potential catalyst for some desirable and particular practices of marketing communication including the great importance in giving social relations priority over work performance.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Bahtiar Mohamad
AU  - Sahid Teguh Widodo
AU  - Ghadah Alarifi
AU  - Muslim Akanmu Diekola
AU  - Ahmed Rageh Ismail
PY  - 2021
DA  - 2021/05/17
TI  - Cultural Politeness: Developing a Multiple Perspectives Paradigm in Marketing Communication
BT  - Proceedings of the International Conference on Language Politeness (ICLP 2020)
PB  - Atlantis Press
SP  - 29
EP  - 37
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210514.005
DO  - 10.2991/assehr.k.210514.005
ID  - Mohamad2021
ER  -