A Global Investigation into the Cultural and Individual Antecedents of Banner Advertising Effectiveness

Abstract

This study introduces and tests a framework to show the influence of national-level cultural and sociodemographic variables on banner advertising effectiveness. The authors analyze online survey data from 7775 respondents from 34 countries using hierarchical linear modeling and also analyze click-through rates from 2192 users from 26 countries. The findings show that banner advertising effectiveness in terms of attitudes toward banner advertising and intention to click on banner ads varies along Hofstede's cultural dimensions of individualism, uncertainty avoidance, power distance, and masculinity. In particular, consumers from individualist countries show less acceptance of banner advertising than those from collectivist countries. The acceptance of Web banner advertising is related to the consumers’ click behavior. Individual-level variables contribute only marginally to explain banner advertising effectiveness, which strengthens the significance of the direct effects of national-level cultural variables. The findings suggest that marketers should view banner advertising, though largely standardized when targeting a global audience, as a culture-specific issue.

The effect of advergames, banners and user type on the attitude to brand and intention to purchase

“…Several studies show that the effectiveness of Internet advertising is influenced by the type of user on the Internet (e.g., Cicchirillo & Mabry, 2016;Gauzente, 2010;Hsieh & Chen, 2011;Möller & Eisend, 2010). Schlosser (2003) shows that consumer attitudes are influenced by the congruence between their objectives and experience in the context of virtual interaction with a product.…”

Pornografía infantil online: una revisión literaria de enfoque cultural

“…The Hofstede's model of dimensions of national culture has been useful to analyse and to understand many areas of human social life: business (Ganescu, Gangone, & Asandei, 2014), environmental health (Onel & Mukherjee, 2014), or education (Sadeghi, Amani, & Mahmudi, 2013) inter alia. Regarding the Internet, this model was applied in e-commerce (Goethals, Carugati, & Leclercq, 2009), in banner advertising (Moller & Eisend, 2010) or e-learning environments (Haag, Duan, & Mathews, 2007). Despite this, until now it has not been applied in investigative psychology and neither in cybercrimes, like child pornography.…”

A Proposed Cross-Cultural Examination of Online Advertising Effectiveness in China and the UK

“…Baack and Nitish (2007) examine the web sites from 15 countries and conclude that consumers prefer the web sites reflecting their culture. Moreover, Möller and Eisend (2010) introduce and examine a framework to show the influence of national-level cultural variables on banner advertisement effectiveness.…”

“…Although some researchers have noticed their relationship, the specific measures of online advertising are rarely combined with the cultural factors. Enlightened by the global investigation of Möller and Eisend (2010) into the cultural antecedents of banner advertising effectiveness, China and the UK, these two countries are to be investigated in this study when exploring the influence of culture.…”