Cross-Cultural Evaluation of the Mediation of Attitudes in Relationship of Cultural Values and Behavioral Reactions toward Web Based Advertising

Abstract

The current study examines the associations between the individual's cultural values about web-based advertising (IWA), attitudes toward web-based advertising (AWA) and individual's behavioral reactions (BR) in three dissimilar cultures Pakistan, Malaysia and the United States of America. The study is based on the five individual cultural values to evaluate the understanding of the cultural perception of the web-based advertising users towards individual's attitudes toward web-based advertising (AWA). This addresses the research gap that how individual's values-driven attitudes towards web-based advertising influence the individual's behavioral reactions (BR). The study uses the Hofstede cultural dimensions to delineate the cultural variability between three national cultures which also provides ecological assumption based contextual interpretation to the web-based advertising effectiveness. The findings demonstrated that the four individual cultural values are important forecasters of attitudes toward web-based advertising (AWA) and Behavioral Reactions (BR). However, the misrepresentation of value in web-based advertisements was negatively evaluated by the users. The findings pointedly provide evidence that individual cultural values are a noteworthy forecaster of the web-based ad browsing and rate of recurrence of web-based spending. The study provides theoretical and practical implications to consider individuals values and persuasive knowledge in web-based advertisements instead of focusing on repeated exposure to the obtain favorable behavioral reactions (BR). Keywords: Individual's cultural values about web based advertising (IWA), Attitudes toward web-based advertising (AWA), Individual's behavioral reactions (BR),

The effects of advertising appeals on consumers’ behavioural intention towards global brands

“…However, Saleem (2017) noted that culturally incongruent messages depicted in advertisements may also result in negative attitude development. Because the dynamics of Pakistan’s culture are quite different and unique from its western counterparts in terms of its social values (Taras et al , 2010), cultural congruity in advertisements may determine the direction of attitude development (Raza et al , 2018). To this point, based on the existing literature relating to attitude towards advertising, previous studies are still lacking this critical explanation; thus, norm-congruent scenarios need more expansive interpretation.…”

The Impact of Personal and Cultural Factors on Green Buying Intentions with Mediating Roles of Environmental Attitude and Eco-Labels as Well as Gender as a Moderator

“…Theoretically this cognitive process is directly related with the interaction of prior information available to an individual with the communication cues given in promotional messages (Aman, Harun, & Hussein, 2012;Keller, 2016). The prior information upholded by the individual relies on the learned behavioral pattern (usually culturally learned) as well as the consumer's bond with par-ticular product (Raza, Hasnain, & Khan, 2018). Theses collective beliefs in a society like Pakistan along with the man-nature orientation can help to install positive cognition about the green products.…”

Determinants of Attitudes Towards Web Advertising: An Evidence from Malaysia

“…In this study, entertainment value is related to Hedonic/pleasure that indicates that ads can be entertaining, sentimental, expressive, and exciting (Ling et al, 2010). In addition, feelings of people about enjoyment of ads play a significant and important role in forming their general attitudes toward ads (Raza, Hasnain, et al, 2018). This includes feel-good, enjoyable and social image (Aziz & Ariffin, 2010).…”

“…Advertising has been extensively used as a marketing communication tool and defined the techniques used by the company to bring products (Goldsmith & Lafferty, 2002), services (Yang, Peterson, & Huang, 2001) and persuading the consumer to respond in a certain way (Raza, Hasnain, & Khan, 2018) In this modern era, the emergence of the Internet has helped advertisers to practice more interactive methods. that the website stimulates the mind and generate action in line with their thinking.…”