Attitudes towards internet advertising: a cross-cultural study

Guo, Guoqing; Cheung, Fanny Sau-Lan; Leung, Wing-Fai; Chow, Cheris Wing-Chi

doi:10.1504/ijima.2006.010297

Cited by 11 publications

(7 citation statements)

References 19 publications

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“…In line with previous research that shows that advertising response differs across cultures (e.g. Guo et al, 2006), we further expect the occurrence of clusters to differ across cultures as consumers' values influence the degree to which they espouse new ideas (Steenkamp et al, 1999). Within the EU, Leeflang and van Raaij (1995) conclude that there is more convergence than divergence between EU nations.…”

Section: Segmentation In Social Marketingsupporting

confidence: 81%

Segmentation in social marketing

Walsh

Hassan

Shiu

et al. 2010

European Journal of Marketing

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Purpose-In 2005, the European Union launched a four-year antismoking television advertising campaign across its 25 Member States. This study aims to evaluate the second and third years (2006 and 2007) of the campaign based on telephone interviews with over 24,000 consumers (smokers, nonsmokers, and ex-smokers). Design/methodology/approach-The study focuses on smokers and examines the potential for using segmentation and targeting in informing the campaign. Three important factors are used to identify clusters: attitude toward the campaign; comprehension of the campaign; and inclination to think responsibly about their smoking behaviour. Findings-Cluster analyses identify three distinct and significant target groups (message-involved, message-indifferent, and message-distanced) who respond differentially to the advertising. Furthermore, the percentage of respondents within each cluster varies across the EU Member States. Using Schwartz's cultural framework, the cultural dimension of "openness to change versus conservatism" is found to explain substantial cross-national variation in message-involved and messaged-distanced respondents. Research limitations/implications-Cluster solutions are shown to be stable across the two data waves. Implications of these results are discussed. Originality/value-This is the first study that seeks to better understand consumer reactions to social-marketing advertising across different segments of the overall target group.

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Section: Segmentation In Social Marketingsupporting

confidence: 81%

Segmentation in social marketing

Walsh

Hassan

Shiu

et al. 2010

European Journal of Marketing

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“…Further investigation is thus required. Other studies have illustrated the merits of cultural sensitivity in internet marketing and advertising (An, 2006; Dilts et al , 2006; Guo et al , 2006; La Ferle and Kim, 2006).…”

Section: Introductionmentioning

confidence: 99%

Web site design, trust, satisfaction and e‐loyalty: the Indian experience

Cyr

Kindra

Dash

2008

Online Information Review

131

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Purpose: With rapid expansion of global online markets including India, researchers and practitioners are challenged to understand drivers of customer website satisfaction, trust, and loyalty. In this research, website design is expected to influence if customers revisit an online vendor.Design/Method: Based on surveys and interview data collected in India, participants evaluated a local and foreign website of the same online vendor. Findings:Results indicate significant preferences for the local website for almost all design categories. Further, the local site instilled greater trust, satisfaction, and loyalty. Data collected for this study are compared with parallel work conducted in four other countries using the same procedures.Research Limitations/Implications: The current investigation is relevant for researchers who aim to expand knowledge concerning the impact of website design related to user trust, satisfaction, and loyalty. The work also has implications for Web designer or managers who seek to enhance market attraction and retention to online websites. Limitation of the investigation is that both the local and foreign websites used are Samsung websites, and that only a single task (searching for a cell phone) was used.Originality: Few studies have examined web design related to user outcomes such as trust, satisfaction, and loyalty in international markets.

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“…Izogo dan Mpinganjira (2020) serta Tajeddini dan Trueman (2012) menyatakan bahawa budaya mempunyai kesan positif ke atas orientasi pengguna. Kedua Keller (2021) dan Guo et al (2006) memetik bahawa klasifikasi budaya Hofstede mempunyai pengaruh besar ke atas pengambilan dan penerapan inovasi merentas wilayah. Individu yang berada di wilayah berbeza mempunyai nilai budaya yang berbeza yang boleh memberi kesan mendalam ke atas pemprosesan maklumat pengiklanan.…”

Section: Perbezaan Budaya Dalam Sikapunclassified

Sikap Pengguna Milenial Melalui Perspektif Budaya Terhadap Pengiklanan Media Sosial

Agil

Ahmad

2021

MJSSH

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Pengiklan pada hari ini banyak bergantung kepada platform pengiklanan dalam talian terutama sekali media sosial untuk mempromosikan jenama pemasar kerana platform ini dilihat lebih berkesan, membuka ruang untuk pengiklan berkreativiti selain dari ianya merupakan satu pelaburan yang menguntungkan kerana kos pembelian media yang jauh lebih murah daripada platform media pengiklanan yang lain. Justeru, adalah amat penting bagi pengiklan untuk memahami sikap pengguna terutama sekali pengguna Milenial terhadap pengiklanan di media sosial memandangkan mereka merupakan generasi yang paling aktif menggunakan media sosial. Sikap pengguna terhadap iklan mempengaruhi tindak balas mereka terhadap pengiklanan, dan tingkah laku tindak balas pengguna seperti mengelak daripada melihat iklan dalam talian adalah berpunca daripada sikap negatif mereka terhadap pengiklanan yang mungkin disebabkan oleh pengaruh budaya yang terbukti dapat mempengaruhi tingkah laku dan penggunaan pengguna. Budaya yang berbeza kebiasaannya mewujudkan perbezaan dari segi kepercayaan, sikap, dan nilai dan nilai yang berbeza mungkin membawa kepada perbezaan keperluan dan tingkah laku penggunaan. Model Dimensi Budaya Hofstede dan Teori Budaya Hall merupakan model dan teori yang paling banyak digunakan untuk mengenal pasti dan menganalisis budaya mengikut tahap konteks dalam sistem komunikasi manusia.

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Attitudes towards internet advertising: a cross-cultural study

Cited by 11 publications

References 19 publications

Segmentation in social marketing

Segmentation in social marketing

Web site design, trust, satisfaction and e‐loyalty: the Indian experience

Sikap Pengguna Milenial Melalui Perspektif Budaya Terhadap Pengiklanan Media Sosial

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