A Comparative Analysis of Mobile Marketing Adoption in the Light of Hofstede's Cultural Dimensions

Al-Haddad, Hadeel Bahjat; Galib, Mohammad Hasan

doi:10.4018/ijom.2020070105

Cited by 2 publications

(1 citation statement)

References 41 publications

(14 reference statements)

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“…Briefly, power distance refers to the degree of inequality that exists between members of a society, uncertainty avoidance relates to a society's level of stress in the face of uncertain situations, individualism refers to a society's members' need to be integrated into primary groups, masculinity reflects the degree of competitiveness between individuals in a society, long-term orientation distinguishes a society focused on the future or on the present and the past, and, finally, indulgence differentiates societies that like to enjoy their leisure time from societies restricted in this aspect. These have been widely adopted in numerous studies to compare countries' culture (e.g., Al-Haddad and Galib, 2020;Moro, 2020). In Gokmen et al (2021) national cultural dimensions of 31 European countries were related to the rise in the total number of COVID-19 cases per million.…”

Section: Introductionmentioning

confidence: 99%

Does cultural background influence the dissemination and severity of the COVID-19 pandemic?

Duarte

Moro

Silva

2022

Heliyon

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The COVID-19 pandemic has spread throughout the globe affecting countries worldwide. However, several differences have been observed in the number of daily new cases, the COVID-19 reproduction rate, and the severity of the disease in different countries. Previous studies have mostly highlighted government restriction policies to mitigate the pandemic effects as reasons for such differences. This study focuses on 101 countries and proposes that each country's cultural background is also accountable for such differences. We considered the six Hofstede's cultural dimensions (power distance, individualism, masculinity, uncertainty avoidance, long term orientation, and indulgence) and statistically analyzed their correlation with several COVID-19 impact metrics in comparison to several restriction policies. Our results support our claim that national culture influences both acceptance and subsequent adoption of restriction policies and the implementation by each government of those policies. We highlight that the attitudes towards and trust in political institutions, policies and governance is influenced by the cultural background, which is reflected in the pandemic numbers. As a main takeaway from this study, we conclude that data-driven models which aim at predicting the pandemic impact evolution at a global scale should also include variables that reflect the cultural background of each nation.

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Section: Introductionmentioning

confidence: 99%

Does cultural background influence the dissemination and severity of the COVID-19 pandemic?

Duarte

Moro

Silva

2022

Heliyon

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Gender-generation characteristic in relation to the customer behavior and purchasing process in terms of mobile marketing

Štefko

Bačík

Fedorko

et al. 2022

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Research background: Today, it is an m-commerce platform that provides brands with the opportunity to foster their sustainable image and communicate with environmentally and socially conscious consumers. Proper communication that respects the customer's interests, conducted through mobile marketing tools, can be a key to creating a competitive advantage. Therefore, it is essential, at the level of scientific research, to broaden the knowledge base in the field of consumer behavior. Purpose of the article: The research was aimed at assessing ten purchasing behavior constructs in terms of gender and generation characteristics, as well as inferring impact on and assessing the difference between generations (Generation X and Y) and gender in terms of purchasing behavior. Methods: The sample consisted of 765 Slovak respondents. The Wilcoxon Test was used for differences testing. Partial Least Squares ? Path Modeling (PLS-PM) was used to determine the general impact and the permutations-based method was used to assess the difference in impact between gender and generation characteristics. Findings & value added: The difference in purchasing behavior patterns between the categories of gender and generation was significant in most cases, with the most significant difference being seen in the Visual Appeal of an e-shop. The most striking general influences were recorded between Hedonic Browsing and Urge to Buy, also the impact of Portability on Hedonic Browsing and Utilitarian Browsing. These findings indicate the potential of retailers to communicate effectively with their customers not only about products, but also about sustainable practices and values while engaging consumers in purchasing processes. Proper optimization of marketing processes, in terms of impulsive and thought-through purchases too, positively influences the user experience and the satisfaction with the purchase process. These facts may positively influence the sale and, in a broader perspective, increase the competitiveness and overall value of the e-commerce entity. It is also worth emphasizing the long-term value for the customer, as the application of the model leads to better satisfaction of customer needs, thus to a stable growth not only of the organizations, but ultimately of the economy as a whole.

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A Comparative Analysis of Mobile Marketing Adoption in the Light of Hofstede's Cultural Dimensions

Cited by 2 publications

References 41 publications

Does cultural background influence the dissemination and severity of the COVID-19 pandemic?

Does cultural background influence the dissemination and severity of the COVID-19 pandemic?

Gender-generation characteristic in relation to the customer behavior and purchasing process in terms of mobile marketing

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