International Marketing 10th Edition by Michael Czinkota, Michael Brumbach, Ilkka Ronkainen

Exercise 10

The company recently said on its blog that over 60 percent of Twitter users are based outside the United States, and it now provides its interface in French, German, Italian, Spanish, and Japanese (with more languages likely to follow). Twitter said that introducing different language versions dramatically increased the number of users signing
up from countries speaking those languages-and just as people search predominantly in their own language, they tweet in it too. Why? (The International Search Summit, www.internationalsearchsummit.com, is an event series dedicated to international and multilingual search and social media marketing.)