The effect of culture on attitude towards online advertising and online brands : applying Hofstede's cultural factors to internet marketing/ created by Naser Valaei, Sajad Rezaei, Wan Khairuzzaman Wan Ismail and Yoke Moi Oh

By:

Naser, Valaei [author]

Contributor(s):

Material type: Text

TextSeries: International journal of internet marketing and advertising ; Volume 10, number 4Geneva : Inderscience, 2016Content type:

text

Media type:

unmediated

Carrier type:

volume

ISSN:

14775212

Subject(s):

Internet marketing -- Cultural effect -- Attitude towards online advertising

LOC classification:

HF5415.1262 INT

Online resources:

Click here to access online

Abstract: In formulating advertising and marketing strategies, marketers usually ignore cultural values at their peril. Little is known about the effects of national culture on individuals' attitude towards online advertising and brands. The purpose of this study is to examine Hofstede's cultural factors including individualism, uncertainty avoidance, power distance, masculinity and femininity, and long-term orientation on Attitude towards Online Advertisements (ATOA) and Attitude towards Online Brands (ATOB). Structural equation modelling was employed using partial least squares path modelling analysis to empirically test the proposed research model using 258 valid online questionnaires for evaluation of measurement and structural model for reflective constructs. The results indicate that individualism and long-term orientation are predictors of ATOA and ATOB. In addition, uncertainty avoidance does not have a positive relationship with ATOA and ATOB. The hypothesis on masculinity and ATOA is rejected, while there is no association between power distance and ATOB. Contribution of the study, limitations and further directions are proposed for future studies.

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Holdings
Item type	Current library	Call number	Vol info	Status	Notes	Date due	Barcode
Journal Article	Main Library - Special Collections	HF5415.1265 INT (Browse shelf(Opens below))	Vol. 10, no.4 (pages 270-301)	Not for loan	For in house use only

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In formulating advertising and marketing strategies, marketers usually ignore cultural values at their peril. Little is known about the effects of national culture on individuals' attitude towards online advertising and brands. The purpose of this study is to examine Hofstede's cultural factors including individualism, uncertainty avoidance, power distance, masculinity and femininity, and long-term orientation on Attitude towards Online Advertisements (ATOA) and Attitude towards Online Brands (ATOB). Structural equation modelling was employed using partial least squares path modelling analysis to empirically test the proposed research model using 258 valid online questionnaires for evaluation of measurement and structural model for reflective constructs. The results indicate that individualism and long-term orientation are predictors of ATOA and ATOB. In addition, uncertainty avoidance does not have a positive relationship with ATOA and ATOB. The hypothesis on masculinity and ATOA is rejected, while there is no association between power distance and ATOB. Contribution of the study, limitations and further directions are proposed for future studies.

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