Research Institute for Translation Studies (RITS)

Document Type : Translation Studies


MA Student, Translation Studies, Department of English Translation Studies, Allameh Tabataba’i University



In today’s vast digital landscape, where the online world knows no bounds, website localization has emerged as a critical imperative for companies worldwide to effectively promote and sell their products. However, the evaluation of website localization quality in Persian remains an underexplored domain. This study aims to fill this gap by providing insights into the assessment of localization within the Iranian context while considering the global context as well. To do so, this investigation examined Sumsung’s website localization quality, incorporating Gutiérrez-Artacho and Olvera-Lobo’s (2017) indicators, as well as additional criteria such as website usability and cultural adaptation. The findings revealed that due to the complex and time-consuming nature of the localization process, Samsung has adopted a strategic approach that can be described as globalization or reverse localization, rather than a comprehensive culturalization approach commonly discussed in translation studies. By neutralizing its content, Samsung has effectively navigated the challenges posed by the cost and resources required for localization. This strategic decision allows Samsung to maintain a consistent and inclusive brand image across different markets. This study contributes to the field of translation studies in terms of reality-based theorizing by shedding light on the localization practices of a prominent multinational company. Finally, the findings offer valuable insights for companies seeking to enhance their website localization strategies and effectively engage with diverse users in an increasingly globalized world.