Article

This study analyzed the association between the cultural adaptation of communication on Instagram and the perception of trust and brand image on a global language learning platform in the Brazilian context. The objective was to analyze how the cultural adaptation of communication on Instagram influences the perception of trust and brand image. The research adopted a quantitative, descriptive-exploratory approach, applying an online survey to 133 Brazilian respondents, Instagram users exposed to the brand’s profile. The data collection instrument included Likert scales to measure perception of cultural adaptation, familiarity, identification, affective proximity, perceived integrity, and brand trust, in addition to questions about brand image and open-ended comments. The results indicated a positive perception of cultural adaptation of communication, with emphasis on humor, memes, informal language, and references to Brazilian popular culture, which were associated with higher levels of familiarity, identification, and perceived authenticity. A strong positive correlation (r = 0.69) was observed between the perception of cultural adaptation and brand trust, although without causal inference. The complementary qualitative analysis revealed creativity, authenticity, and humor as recurring attributes in the perceived image, but also pointed out criticisms regarding exaggeration and loss of focus on the service. It was concluded that the cultural adaptation of communication can bring the brand closer to the audience and generate positive evaluations, provided there is balance, coherence, and clarity in the value proposition, contributing to the understanding of glocal communication on social media and digital branding strategies.

Keywords: Cultural adaptation; Branding; Digital communication; Consumer engagement; Glocalization.

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