Cross-cultural Communication Strategies in the Digital Era: A Bibliometric Analysis

Abstract

The growth of global industrialisation, migration, international trade, industry-academia collaboration, government-industry-academia collaboration, and internationalisation of institutions and business entities has led to an expansion of cross-cultural communication strategies and digitalisation across the world. Because of this, a lot of scientific research publications have been done on cross-cultural communication and digitalisation. Therefore, the purpose of this study was to assess authors’ citations, affiliations, and bibliometric coupling on cross-cultural communication and digitalisation within ten years, between 2014 and May 2023. The purpose of this paper was to identify the countries and disciplines with the most and least scientific publications on cross-cultural communication and digitalisation from 2014 to May 2023. Since the design of the paper was qualitative, the descriptive approach was used. The data (scientific publications) were electronically sampled from Scopus using three key phrases (“cross-cultural” or “communication” or “digitalisation”). In the first instance, a total of 122,461 data were collected from 2014 to May 2023. However, a sample size of 5,493 scientific publications was collected after filtering the initial data with the open-access option. The data collected from Scopus were then analysed with the 1.6.13 version of the VOSviewer software. The results of the study indicate that between 2014 and May 2023, Chang L. is the author with the highest number of scientific Scopus-indexed publications (13 papers) on cross-cultural communication and digitalisation.  Also, the United Kingdom is the country with the highest number of scientific publications on cross-cultural communication and digitalisation from 2014 to May 2023. Still, on the results, the United Kingdom with total documents of 674 is the country with the highest number of bibliometric couplings on cross-cultural communication and digitalisation from 2014 to May 2023. In terms of authors with the highest citation within the period studied, Hofstede recorded 546 during ten years. The study recommends that more collaborative research should be done on cross-cultural communication and digitalisation among authors from various disciplines.