Consumers’ Advertising Media Use: A Cross-Cultural Study

Tesfom, Goitom; Lutz, Clémens

doi:10.1080/15332969.2021.1982853

Cited by 5 publications

(5 citation statements)

References 40 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…These findings are in line with the studies of de Mooij & Hofstede (2010) and Tesfom & Lutz (2022) on the use of media for collecting information for purchase decision. We have find out, that in low power distance and uncertainty avoidance countries from Northern Europe, people seem to use media more than those high power distance and uncertainty avoiding nations form the South.…”

Section: Discussionsupporting

confidence: 92%

“…Based on Eurobarometer data for 2002, they also discover negative correlation between the degree people see themselves as well-informed and the uncertainty avoidance. Another empirical study (Tesfom & Lutz, 2022) is based on the assumption that logically customers in a higher uncertainty avoidance nation would use more sources to collect product information and consult the more trusted media. Schwartz (2008) places their cultural value orientation on three dimensions, depending on how societies respond to key problems.…”

Section: Cultural Variablesmentioning

confidence: 99%

See 1 more Smart Citation

Traditional vs Digital Media Use and Trust in Eu Countries

Konstantinova

2024

Proceedings of the 3rd International Conference on Media Science and Digital Communication

View full text Add to dashboard Cite

The debate on whether the new media will make the old ones disappear is as old as the new media are. Contemporary media are product of the convergence between content and information, communication technologies and computer networks. The appearance of new media is considered as a threat but also as an opportunity for the old ones. Digital media grow in terms of use but still don't manage to gain trust. On EU level, traditional media tend to be trusted and new media tend not to be trusted. Mostly used remain TV and radio in their traditional forms, followed by the Internet and social networks. Written press faces the most considerable drop but is still more used than TV via Internet and podcasts. The objectives of this paper are to (1) study the interregional differences in traditional and new media use and trust in EU countries and (2) look for cultural explanation of those differences. The research is based on secondary data (Eurobarometer 96.3 ZA7848. 2022 and older) and fundamental works in intercultural analysis ((Hofstede, Hofstede, & Minkov, 2010), (Minkov, et al., 2017), (Schwartz, 2008). The data analysis consists of descriptive statistics, cluster analysis, analysis of significance of differences and mapping. The results show greater interregional differences in media trust and smaller in media use. Both trust in traditional and distrust in new media are higher in richer indulgent Northern countries and lower in distrustful Mediterranean and restraint Central Eastern European countries. The findings contribute to the understanding on how traditional and new media coexist in EU countries and whether culture may affect it.

show abstract

Section: Discussionsupporting

confidence: 92%

Section: Cultural Variablesmentioning

confidence: 99%

Traditional vs Digital Media Use and Trust in Eu Countries

Konstantinova

2024

Proceedings of the 3rd International Conference on Media Science and Digital Communication

View full text Add to dashboard Cite

show abstract

“…Most cross‐cultural advertising and marketing communication research focuses on cultural values and are usually grounded on Hofstede's cultural dimensions (Gelbrich & Roschk, 2008; Okazaki & Mueller, 2007; Rehman, 2021; Tesfom & Lutz, 2022) as the five Hofstede dimensions are the most relevant for advertising and branding research to truly understand cultural dimensions (De Mooij & Hofstede, 2010). Although the country scores originally were produced in the early 1970s, many replications of Hofstede's study on different samples have proved that the country scores in his data are still valid (De Mooij & Hofstede, 2011).…”

Section: Literature Reviewmentioning

confidence: 99%

How consumers in different cultural backgrounds prefer advertising in green ads through Hofstede's cultural lens? A cross‐cultural study

Ruanguttamanun

2023

Glob Bus Org Exc

View full text Add to dashboard Cite

When entering foreign markets, effective advertising appeals are usually employed in advertising to convey local consumers how the products and services will satisfy their wants or needs. The purpose of this cross‐cultural study is to investigate the consumers’ differences between a developed economy (USA) and an emerging economy (Thailand) based on Hofstede's cultural dimensions and the advertising appeal in green advertisements. This study investigates the role played by cultural and economic differences on liking advertising appeals in green advertisements which provides new insight into the literature on cross‐cultural studies as well as managerial implications for marketers, especially in Thailand. Using Hofstede's cultural dimensions as a basis for distinguishing cultures, 40 green global advertisements were presented to 40 consumers in Thailand and 40 consumers in the United States. A combination of quantitative and visual content analysis was also used to examine green advertisements and determine the liking of the appeals. Cultural differences in Hofstede's dimensions reflect in advertising appeals preferences. The results indicate that the USA and Thailand preferred similar appeals but in different ranking; these appeals are corporate image, eye‐catching graphic, exaggerated, imaginative, informative, interesting, meaningful, natural, and sad. Possible explanations and implications of the findings are discussed as well as demonstrating the significance of culture on advertisement effectiveness.

show abstract

“…Although it can quickly establish a reference for people to recognize things, it will also prevent the public from receiving new information and updating old ideas to a certain extent. e literature emphasizes that the public has the freedom of consciousness, and the dissemination of information needs to respect the freedom of consciousness of the public; otherwise, it will be resisted and excluded [14].…”

Section: Related Workmentioning

confidence: 99%

Mobile App News English Communication Based on Machine Learning Algorithm

Zhang

2022

Mobile Information Systems

View full text Add to dashboard Cite

With the rapid development of information technology, especially wireless Internet, the application of mobile terminals has gradually become an indispensable part of people’s life and provides new opportunities for higher education. At present, with the rise of the Internet, Chinese English online media have mushroomed and are facing fierce competition. In order to further test the current communication strategies of mobile app News English, this paper uses machine learning algorithms to capture the superficial and deep semantic features of words and sentences in English news and comprehensively uses existing methods to express semantic features. The surface and deep parts of English news are analyzed and classified by regression calculation. Then, in order to analyze the communication of mobile app English news, this paper uses random questionnaires and interviews to investigate students, combined with machine learning algorithm knowledge, analyzes the communication effect of Chinese English news mobile program on college students, and analyzes its influencing factors on the communication effect of news. It is hoped that the results of this study can clearly identify the advantages and disadvantages of English News Mobile Applications in the development of the current era and timely adjust strategic decisions. By studying machine learning algorithm and introducing it into the field of English news communication, this paper tests an English news communication mobile app and analyzes its effect on English news communication.

show abstract

Consumers’ Advertising Media Use: A Cross-Cultural Study

Cited by 5 publications

References 40 publications

Traditional vs Digital Media Use and Trust in Eu Countries

Traditional vs Digital Media Use and Trust in Eu Countries

How consumers in different cultural backgrounds prefer advertising in green ads through Hofstede's cultural lens? A cross‐cultural study

Mobile App News English Communication Based on Machine Learning Algorithm

Contact Info

Product

Resources

About