Purpose – This study explores US brands' web site standardisation in terms of the extent of standardisation and the content applied across European markets. The conceptual framework was created on the basis of four basic functions of web site content, i.e. transaction, communication,...

Purpose – The purpose of this study is to examine American multinational corporations' (MNC's) web site standardization in Poland and the Czech Republic. The theoretical framework was adopted from global marketing strategy (GMS) theory, which focuses on three primary strategies: strategy to...

Purpose – This study aims to identify distinct online media user segments on the basis of three media theories, namely media displacement theory, media complementarity theory and media richness theory. Design/methodology/approach – A large‐scale, mobile‐based web survey was conducted in...