Marketing and globalization: Relevance, trends and future research

Diallo, Mbaye Fall; Djelassi, Souad; Kumar, Vikas

doi:10.1177/20515707211027326

Cited by 3 publications

(2 citation statements)

References 23 publications

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“…A popular approach for understanding attitude describes the construct as belonging to one of three types – cognitive, affective or conative (Rosenberg and Hovland, 1960). It is believed that these three components provide an understanding of the phenomenon of attitude (Rosenberg and Hovland, 1960; Eagly and Chaiken, 1998). Indeed, developing a favourable attitude in the viewer towards advertising may be crucial for attracting and engaging consumers (Bright and Daugherty, 2012).…”

Section: Literature Reviewmentioning

confidence: 99%

“…In addition, the rise of globalization through social media definitely challenged the way multinational companies manage their brands and ensure consistent and compelling brand stories at the global level, since these firms are targeting consumers of different nations with different cultural backgrounds. This implies that their brands have divergent meanings across countries which may lead to inadequate interpretation of brand stories thus installing incoherent brand image over the world (Diallo et al, 2021). Nevertheless, globalization has a far-reaching impact on culture, it contributes to the exchange of cultural values and expands similarities between nations leading to the standardization of market offerings.…”

Section: Introductionmentioning

confidence: 99%

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The effects of video storytelling advertising on consumers’ online reactions on Facebook: a cross cultural study

Aicha

Bouzaabia

2023

QMR

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Purpose This study aims to understand how digital storytelling advertising impacts online consumers’ responses towards advertisements on Facebook considering the different story features and the different consumers’ cultural backgrounds. Design/methodology/approach The grounded theory approach guided the development of this study that adopts an interpretivist positioning with an abductive approach that links the already existing knowledge on how storytelling affects consumer behaviour to the empirically retrieved data from two qualitative studies between France and Tunisia using a netnographic method to collect consumers’ responses to culturally adapted storytelling advertising. Findings The results reveal similarities and differences between Tunisian and French consumers regarding the effectiveness of digital storytelling advertising in influencing their cognitive, affective, and behavioural responses. Specifically, Tunisian consumers tended to hold more cognitive reactions originating from story plot and characters features as compared to French consumers who performed more affective responses towards the story plot feature. Interestingly, only French consumers performed behavioural reactions aligned with a cognitive and behavioural engagement with the storytelling advertising generated by story plot and verisimilitude elements. Findings also highlight the impact of some cultural influences on consumers’ reactions. Originality/value To the best of the authors’ knowledge, this is the first known study to explore and compare the effects of digital storytelling advertising between Tunisia and France. The major contribution of this study lies in investigating and comparing consumers’ reactions to digital storytelling advertising across countries. This study adds to the body of literature on international marketing communication by offering two frameworks associating story’s elements with their outcomes in their relevant context and providing fruitful insights for future research and for brand managers to design effective storytelling content.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

The effects of video storytelling advertising on consumers’ online reactions on Facebook: a cross cultural study

Aicha

Bouzaabia

2023

QMR

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“Gusto” or “Taste”? Anglicisms Change Perceived Product Risk and Product Appeal in Italian Print Advertising

Hu,

James,

Testa

et al. 2024

Review of Marketing Science

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This research investigates the influence of anglicisms on the Product Appeal in Italian print advertising. Despite the pervasive use of anglicisms in the Italian advertising industry, little is known about their impact on the precursors to Product Appeal. Two original studies were conducted involving potato chips (convenience product) and stereo speakers (shopping product). The results showed no effect of anglicisms on the relationships between Perceived Product Differentiation, Perceived Price Fairness, Perceived Product Globalness, or Perceived Product Modernity and Product Appeal. However, Anglicisms consistently altered the relationship between Perceived Product Risk and Product Appeal. Specifically, while anglicisms decreased Perceived Product Risk for potato chips, they increased Perceived Product Risk for stereo speakers, suggesting the impact of anglicisms on Perceived Product Risk can operate in an independent mechanism and be product-dependent. This research provides a novel insight on how anglicisms can affect consumer psychology and adds a more nuanced understanding to previous literature regarding language choice in advertising.

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Advertising Market Development Ways in Globalization

Dadashov

2023

Audit

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The purpose of the research - is to explore and explain effective strategies for advertising market development in the context of globalization, providing insights on how to overcome challenges and seize opportunities in the evolving global landscape. The methodology of the research - the research combines quantitative analysis of global advertising trends and qualitative studies of market data, including qualitative studies, to gain comprehensive insights into the ways in which the advertising market is evolving in the face of globalization. The practical importance of the research - this research provides valuable insights for industry professionals, policymakers and academics, suggesting effective strategies for businesses to adapt their advertising approaches and promote global competitiveness and sustainability in an interconnected and diverse market environment. The results of the research - the findings of this study reveal nuanced approaches to global advertising development, emphasizing the importance of cultural sensitivity, strategic partnerships, and technological integration, providing a roadmap for business development in an era of globalization. The originality and scientific novelty of the research - this research contributes to the academic discourse by synthesizing existing knowledge with new perspectives. The scientific novelty of the research is in its unified approach, combining quantitative and qualitative methods to provide a multifaceted understanding of the challenges and opportunities faced by the advertising market in the context of globalization, ultimately creating a foundation for innovative and effective strategies.

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Marketing and globalization: Relevance, trends and future research

Cited by 3 publications

References 23 publications

The effects of video storytelling advertising on consumers’ online reactions on Facebook: a cross cultural study

The effects of video storytelling advertising on consumers’ online reactions on Facebook: a cross cultural study

“Gusto” or “Taste”? Anglicisms Change Perceived Product Risk and Product Appeal in Italian Print Advertising

Advertising Market Development Ways in Globalization

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