The Impact of English Language Proficiency on Consumer Responses to Marketing Messages in Non-English-Speaking Countries

This research looks into the influence of English language proficiency on marketing in non-English speaking countries. It seeks to fill the scholarly void regarding the significance of English proficiency in international marketing plans. This study investigates whether language proficiency influences consumer behavior and helps marketers to apply more efficient strategies for multilingual and international marketing endeavors. It stresses the growing importance of English in international markets. The results show that marketers should choose to target consumers who possess some level of English proficiency rather than those who have none, or adjust their wordings to suit the market in non-English speaking countries.