2008
DOI: 10.1080/08911760802152017
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Culture, Attitudes, and Media Patterns in China, Taiwan, and the U.S.: Balancing Standardization and Localization Decisions

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Cited by 43 publications
(13 citation statements)
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“…Second, this study provides evidence from a Ghanaian context where studies on social media advertising have attracted very little attention. Some scholars (Durvasula et al, 2001;La Ferla et al, 2008) believe that consumers' attitude toward social media advertising and advertising in general differs from one country to the other. This study therefore becomes expedient.…”
Section: Introductionmentioning
confidence: 99%
“…Second, this study provides evidence from a Ghanaian context where studies on social media advertising have attracted very little attention. Some scholars (Durvasula et al, 2001;La Ferla et al, 2008) believe that consumers' attitude toward social media advertising and advertising in general differs from one country to the other. This study therefore becomes expedient.…”
Section: Introductionmentioning
confidence: 99%
“…Cultural impact on advertising view has been well documented in marketing literature (Durvasula & Lysonski, 2001;La Ferle, et al, 2008). In fact culture and advertising are profoundly connected with each other (Wang & Sun, 2010).…”
Section: Introductionmentioning
confidence: 92%
“…Other scholars challenge this idea and argue that the creation of a single message and strategy is not effective, as some differences among countries (e.g., culture, disposable income, level of education) are insurmountable (Vrontis et al, 2009). Over the past decade, advertisers have understood that the debate should not be about an either-or strategy regarding standardization and localization (Ferle et al, 2008), but rather a delicate balance between the two (Onkvisit & Shaw, 2004). Decisions will vary depending on market development, culture, marketing infrastructure, and other factors (Vrontis et al, 2009).…”
Section: Studymentioning
confidence: 99%
“…The dissemination and valorization of economic, health, and social information in least developed countries (LDCs) 1 through communication strategies is not a deeply explored item in the literature. Specifically, little attention has been given to issues such as media preferences and message content strategies that may or may not contribute to communication effectiveness in the context of an LDC (Ferle, Edwards, & Lee, 2008). This is unfortunate, since communicating effectively with consumers in LDCs is important and in all probability different from communicating with consumers in developed countries.…”
Section: Introductionmentioning
confidence: 99%