Abstract
This paper raises a proposed cross-cultural examination of online advertising effectiveness in China and the UK setting against the background of globalization and the widespread usage of online business communication. Different from previous studies, such specific indexes of Hofstede’s cultural dimensions as individualism/collectivism, uncertainty avoidance, power distance, masculinity/femininity and long-term orientation which behind the hidden relationships between culture and online advertising effectiveness are suggested to be explored and revealed in the present study based on three measurements including attitudes towards banner ads, ability to recall banner ads and frequency of clicking banner ads. Moreover, the discourse analysis is also advised to be conducted at the same time to evaluate the role of culture in banner advertisement. In this way, the marketers will be enlightened by this study when formulating their online advertising strategies.
Highlights
Along with the emergence of the Internet, the battlefield of marketing is shifting away from conventional media to online marketing due to its unique characteristics of flexibility, interactivity and low cost
This paper raises a proposed cross-cultural examination of online advertising effectiveness in China and the UK setting against the background of globalization and the widespread usage of online business communication
Different from previous studies, such specific indexes of Hofstede’s cultural dimensions as individualism/collectivism, uncertainty avoidance, power distance, masculinity/femininity and long-term orientation which behind the hidden relationships between culture and online advertising effectiveness are suggested to be explored and revealed in the present study based on three measurements including attitudes towards banner ads, ability to recall banner ads and frequency of clicking banner ads
Summary
Along with the emergence of the Internet, the battlefield of marketing is shifting away from conventional media (newspaper, magazine, radio etc.) to online marketing due to its unique characteristics of flexibility, interactivity and low cost. Setting against the current trend of globalization, the influence of culture has drawn the attentions of scholars and researchers when targeting at how to maximize the effectiveness of international advertising (Kyun and Miracle, 2004; Shoop et al, 2008; Terlutter et al, 2010). As a result, these two important factors, namely online advertising and culture should be examined in order to provide more valuable information for international marketers
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