THE ROLE OF ENGLISH AS A LINGUA FRANCA IN GLOBAL MARKETING
Keywords:
Keywords: English as a lingua franca, global marketing, branding, consumer perception, globalization, cross-cultural communication.Abstract
Abstract: In the contemporary globalized economy, English has assumed the
role of a lingua franca, functioning as the primary medium of communication in
international business and marketing. This article examines how English operates
within global marketing practices, focusing on its influence on brand communication,
consumer perception, and cross-cultural strategy. Drawing on interdisciplinary
perspectives from sociolinguistics, marketing theory, and globalization studies, the
paper analyzes both the advantages and the limitations of relying on English as a
dominant communicative tool. The findings indicate that while English enhances
efficiency, standardization, and global brand identity, its uncritical use may lead to
cultural misalignment and reduced local engagement. The study concludes that
effective global marketing requires a balanced approach that integrates English with
localized linguistic and cultural adaptation.
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