Internet advertising strategy of multinationals in China

Abstract

This study examines the creative, placement and budget strategy of internet advertising by Eastern and Western multinationals in China. A content analysis of 47,131 online ads indicates that both Eastern and Western companies dominantly use individualist appeals for internet advertising in China, a collectivist country. However, Eastern multinationals also rely on emotional appeals, whereas Western companies generally adopt rational appeals. This study offers several theoretical and managerial implications, including that multinationals appear to recognise the changing culture of internet users and especially the younger generation, as well as some future research directions for internet advertising.