The effect of culture on attitude towards online advertising and online brands: applying Hofstede's cultural factors to internet marketing Online publication date: Wed, 28-Dec-2016
by Naser Valaei; Sajad Rezaei; Wan Khairuzzaman Wan Ismail; Yoke Moi Oh
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 10, No. 4, 2016
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.
Online publication date: Wed, 28-Dec-2016
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Internet Marketing and Advertising (IJIMA):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email firstname.lastname@example.org