Cultural Fusion Unleashed: Analyzing Xiaomi’s Multifaceted Brand Communication Strategy across Global, Chinese, and Egyptian Social Media Channels

Abstract

The paper analyzes Xiaomi’s social media posts on Facebook and Weibo, addressing three different audiences: the global audience, the Egyptian audience, and the Chinese audience. Its primary aim is to dissect Xiaomi’s strategies in employing local, global, or glocal approaches within its intercultural brand communication. To achieve this, the study employs a multimodal framework that integrates brand communication and linguistics, allowing for a comprehensive examination of Xiaomi’s digital marketing strategies through brand personality appeals and the strategic use of linguistic features. The paper finds that Xiaomi displays an exciting personality on its global and Chinese social media pages, while it reflects a competent personality on its Egyptian social media page. The study also finds that Xiaomi employs culture-specific linguistic features in its social media posts, including intimate address forms for its Chinese audience, colloquial expressions for its global audience, and codemixing and dialect for its Egyptian audience. These insights not only affirm the existing literature’s observations of cultural disparities in intercultural marketing but also contribute to our understanding of how global brands strategically adapt to diverse cultural contexts.