The Non-Western Female Consumer: A Look at Confidence, Culture Conflict, Communication Clashes and Western Corporation Computer-Mediated Communication Platforms

by Nosiri, Chizoma Celestina, Ph.D., HOWARD UNIVERSITY, 2015, 187 pages; 3718224


Confronting obstacles of self-confidence, cultural norms, and language barriers, discontent Non-Western female consumers (NWFC) who were born, raised, and live in China, Nigeria, and India, and who do not directly express their concerns through Western online tools, are considered mute by many Westerners. As part of the group that leads the consumer world, with over $20 trillion in annual consumer spending and figures climbing as high as $28 trillion in 2014 (Silverstein and Sayre, 2009. p. 2), the NWFC's perspective, opinions, and complaints to Western corporations' computer-mediated communication tools is non-existent and untapped, for she is unheard by Westerners on the global sphere. In an online world infused by Western cultural dominance, male-driven formation, and English-led language structures, if the NWFC is discontent with a Western corporation, the elevation of conflict brings with it multiple intimidations and battles both familiar and unfamiliar to her. The obstacles she faces mounts as she struggles to be heard on her own terms during her encounters with Western corporations' computer-mediated communication (CMC) tools.

The intent of this cross-cultural study was to determine if the Western corporations' CMC complaint of a select group of NWFCs, who were born, raised, and live in China, Nigeria, and India, is affected by their self-confidence, cultural norms, or language barriers. The study also determined the factors that make Western corporations' online tools unfavorable to the select group of NWFCs when it comes to expressing their concerns as opposed to complaining and addressing conflict issues with the local native businesses in their country. In addition, the study explored the difference in her confidence level and behavior during a complaint using corporate CMC tools contrasted with social media platforms (i.e. Facebook or Twitter). The strength of this study rests on the official qualitative research indicating the relationship and influence of self-confidence, cultural norms, or language structure of the selected group of NWFC population.

AdviserRichard L. Wright
Source TypeDissertation
SubjectsWomen's studies; Communication; International relations
Publication Number3718224

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