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The effect of culture on attitude towards online advertising and online brands: applying hofstede's cultural factors to internet marketing

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' att itude towards online advertising and brands. The pu rpose of this study is to examine Hofstede's cultura...

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Main Authors: Valaei, Naser, Rezaei, Sajad, Wan Ismail, Wan Khairuzzaman, Yoke, Moi Oh
Format: Article
Published: Inderscience Enterprises Ltd. 2016
Subjects:
H Social Sciences
Online Access:http://eprints.utm.my/id/eprint/68266/
http://dx.doi.org/10.1504/IJIMA.2016.081346
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spelling my.utm.682662017-11-20T08:52:05Z http://eprints.utm.my/id/eprint/68266/ The effect of culture on attitude towards online advertising and online brands: applying hofstede's cultural factors to internet marketing Valaei, Naser Rezaei, Sajad Wan Ismail, Wan Khairuzzaman Yoke, Moi Oh H Social Sciences 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' att itude towards online advertising and brands. The pu rpose of this study is to examine Hofstede's cultural factors including indiv idualism, uncertainty avoidance, power distance, ma sculinity and femininity, and long-term orientation on Attitude towards Onlin e Advertisements (ATOA) and Attitude towards Online Brands (ATOB). Structural equation modelling was employed using pa rtial least squares path modelling analysis to empi rically test the proposed research model using 258 valid online ques tionnaires for evaluation of measurement and struct ural model for reflective constructs. The results indicate that in dividualism and long-term orientation are predictor s of ATOA and ATOB. In addition, uncertainty avoidance does not have a pos itive relationship with ATOA and ATOB. The hypothes is on masculinity and ATOA is rejected, while there is no association bet ween power distance and ATOB. Contribution of the s tudy, limitations and further directions are proposed for future studies. Inderscience Enterprises Ltd. 2016-01-12 Article PeerReviewed Valaei, Naser and Rezaei, Sajad and Wan Ismail, Wan Khairuzzaman and Yoke, Moi Oh (2016) The effect of culture on attitude towards online advertising and online brands: applying hofstede's cultural factors to internet marketing. International Journal Of Internet Marketing And Advertising, 10 (4). pp. 270-301. ISSN 1477-5212 http://dx.doi.org/10.1504/IJIMA.2016.081346
institution Universiti Teknologi Malaysia
building UTM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Malaysia
content_source UTM Institutional Repository
url_provider http://eprints.utm.my/
topic H Social Sciences
spellingShingle H Social Sciences
Valaei, Naser
Rezaei, Sajad
Wan Ismail, Wan Khairuzzaman
Yoke, Moi Oh
The effect of culture on attitude towards online advertising and online brands: applying hofstede's cultural factors to internet marketing
description 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' att itude towards online advertising and brands. The pu rpose of this study is to examine Hofstede's cultural factors including indiv idualism, uncertainty avoidance, power distance, ma sculinity and femininity, and long-term orientation on Attitude towards Onlin e Advertisements (ATOA) and Attitude towards Online Brands (ATOB). Structural equation modelling was employed using pa rtial least squares path modelling analysis to empi rically test the proposed research model using 258 valid online ques tionnaires for evaluation of measurement and struct ural model for reflective constructs. The results indicate that in dividualism and long-term orientation are predictor s of ATOA and ATOB. In addition, uncertainty avoidance does not have a pos itive relationship with ATOA and ATOB. The hypothes is on masculinity and ATOA is rejected, while there is no association bet ween power distance and ATOB. Contribution of the s tudy, limitations and further directions are proposed for future studies.
format Article
author Valaei, Naser
Rezaei, Sajad
Wan Ismail, Wan Khairuzzaman
Yoke, Moi Oh
author_facet Valaei, Naser
Rezaei, Sajad
Wan Ismail, Wan Khairuzzaman
Yoke, Moi Oh
author_sort Valaei, Naser
title The effect of culture on attitude towards online advertising and online brands: applying hofstede's cultural factors to internet marketing
title_short The effect of culture on attitude towards online advertising and online brands: applying hofstede's cultural factors to internet marketing
title_full The effect of culture on attitude towards online advertising and online brands: applying hofstede's cultural factors to internet marketing
title_fullStr The effect of culture on attitude towards online advertising and online brands: applying hofstede's cultural factors to internet marketing
title_full_unstemmed The effect of culture on attitude towards online advertising and online brands: applying hofstede's cultural factors to internet marketing
title_sort effect of culture on attitude towards online advertising and online brands: applying hofstede's cultural factors to internet marketing
publisher Inderscience Enterprises Ltd.
publishDate 2016
url http://eprints.utm.my/id/eprint/68266/
http://dx.doi.org/10.1504/IJIMA.2016.081346
_version_ 1643655930515030016
score 13.211869

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