3.6Approach to Data Analysis

To interpret and evaluate results it was necessary to work out the obtained data so that it will reflect the most relevant and narrow information. In other words, coding technic was applied to group and summarise information in correlation with main work themes. The major advantage of such process was that interview results were directly supported by previously obtained theory and could easily be interpreted and discussed for consequent conclusion (Saunders et al., 2009). BRM The implemented themes were related to objectives of this work and formed a structure in accordance with gained answers (Braun & Clarke,2006).

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Thus, the coding system which I created and grouped was based on literature framework and emphasizes key areas, which required investigation (such as the influence of culture at marketing communications, cultural dimensions with regards to advertising and the effect of online media in Ireland and Russia). Applied code groups were presented as narrow, evaluated interview transcript, which formed form the structure of discussion and conclusion. Such way of doing work was in correlation with deductive approach, which employed to explain the interconnection of variables such as culture and marketing communications in this paper (Altinay & Paraskevas, 2008).

3.8 Conclusion

Overall, this work was carried out in terms of Interpretivism philosophy which looked deeper into reasons “why” and tried to translate and explain phenomenon with consequent support of literature review as deduction was employed as well. As for strategy it was decided to use ethnology and get to know primary data through semi-structured interviews which also comprises non-participant indirect observation done by marketers of firms. Both secondary data and interview contributed to data collection. Additionally, I acknowledged the ethical issues and provided companies with information that all data will be treated confidentially and final results will be sent afterwards.

4Presentation and Analysis of Findings

4.1 Overview

This chapter introduces the findings, which are based on the primary data provided by three international tourism related companies. The data discussed and analysed in accordance with research design presented in the previous chapter “Methodology and Research Design”.

Specifically, individuals who involved in advertising, namely marketers and head of content and marketing communications from companies ( two tourism agencies and hotel chain with advertising department) based in Spain, the UK and Ireland were interviewed using phone and internet technologies. They were asked 11 questions (appendix A) which were developed and grouped in accordance with the paper’s main themes resulting from literature review and objectives. The interview was carried out within 30-45 minutes and between the end of April 2017 and beginning of May 2017.

Linking findings with the main areas of research, themes and subthemes were implemented to support the main stream of the discussion and evaluation. Thus, there are four main themes and subthemes of the paper presented at table 1:

Main themes	Subthemes
1. Cross-cultural marketing and its role in marketing communication context;	1. The reflection of national features in promotion content; 2. Cultural awareness about differences and similarities in marketing;
2. The impact of culture on marketing communications;	1. The influence and effectiveness of marketing promotional message on culturally different customers (this was combined with 2 subthemes);
3. Culture and cultural dimensions of Hofstede in marketing communication context;	1. Hofstede’s dimensions and their application to marketing communications;
4.Worldwide practices in addressing cross –cultural differences in marketing communications;	1.“From smallest to largest” and “from largest to smallest” approaches; 2. Emotional appeals;
5. Online marketing as an important element of Integrated Marketing Communications with relations to cultural differences.	1. The use of online marketing communications within Russia and Ireland; 2. The effectiveness of using social media and word-of-mouth.

Table 1 -

As information is treated confidentially, I labelled organizations as the following:

2. Hotel chain “S”;

3. Travel agency “I”;

4. Tourism agency “R”. 15 YEAR S IN RUSSIA!

„S“ means company in Spain, “I” is company from Ireland and “R” is organization based in Russia.

For discussion and analysis I used direct quotes as well as paraphrased words.

It should be mentioned again that discussion and evaluation of findings were navigated with objectives and consequently identified themes )table 1. The objectives are:

• How does culture affect the perception of marketing communications?

• What are emerging trends in marketing communication regarding to Ireland and Russia?

• Are there any cultural aspects, which should be taken into account by international businesses when applying marketing activities in both countries?

The research was done under comparison of Russia and Ireland. The findings will be discussed, compared and analyzed in the next sections of research.