The effect of culture on customers’ attitudes toward Facebook advertising: the moderating role of gender

Abuhashesh, Mohammad; Alshurideh, Muhammad Turki; Ahmed, Ala'eddin; Sumadi, Mohammad Ahmad; Masa’deh, Ra’ed

doi:10.1108/ribs-04-2020-0045

Cited by 51 publications

(13 citation statements)

References 66 publications

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“…This is further supported by Kang et al (2020) and Hong et al (2021). Yet, it has been indicated that certain cultural dimensions, particularly those identified by Hofstede, tend to affect people’s attitudes towards social media advertising (Abuhashesh et al , 2021).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Accordingly, consumers’ responses towards an advertisement differ depending on their culture (Harris and Attour, 2003). Recently, the marketing literature is focusing on the cultural effects on online consumer behaviour and their attitudes towards online advertising (An, 2007; Wang and Sun, 2010; Liu et al , 2012; Abuhashesh et al , 2021). This research extends this line of research by comparing Tunisian versus French consumer’s attitudes towards digital storytelling advertising.…”

Section: Literature Reviewmentioning

confidence: 99%

“…So far, contributions addressing online consumer responses to different components of digital storytelling advertising across countries are scarce. In addition, very little research has explored the possible effects of specific storytelling components on online consumer responses (Dessart and Pitardi, 2019) and to date, there exist scarce research on developing an effective digital storytelling advertising for strategic purposes (Nicoli et al , 2021), and the need to investigate how to ensure effective advertising [such as digital storytelling video] on one single social media site that can be reached at a global level has been highlighted in the marketing literature (Gensler et al , 2013; Abuhashesh et al , 2021). To this end, the present study aims to fill these research gaps by exploring how digital storytelling advertisement of a global brand affects the online reactions towards ads of consumers coming from different cultural backgrounds.…”

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: Literature Reviewmentioning

confidence: 99%

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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“…For instance, both the counsellor and client can receive counselling anywhere without being confined to the counsellor's office or having to drive great distances to meet [5]. Studies have posited that even though both men and women enjoy online activities, including cyber counselling, there are gender differences towards cyber counselling [6,7,8].…”

Section: Types Of Counsellingmentioning

confidence: 99%

Viewpoints of Students towards Cyber Counselling

Asamoah-Gyawu

Amoako²,

Yeboah³

et al. 2022

AJESS

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Introduction: The use of technology has altered the appearance and operations of numerous professions, including that of the counsellor. However, cyber counselling, a recent form of counselling, is a relatively recent phenomenon in Ghana. Therefore, the purpose of this study was to measure the perspectives of students at the University of Cape Coast on the use cyber counselling. Methods: Using a sample of 600 undergraduates from the University of Cape Coast in Ghana, a descriptive survey was conducted. The male to female ratio was 3:2. A questionnaire with a four-point Likert scale was utilised to collect the data. Means and standard deviations provided answers to the two study research questions that guided the survey. In addition, the two hypotheses were analysed using independent samples t-test. Results: The survey discovered that respondents had either positive and negative viewpoints or opinions regarding the use of cyber counselling. In addition, both males and females showed affinity to cyber counselling. However, males were somewhat more hostile towards cyber counselling than females. Recommendations: It was suggested that counsellors should increase their use of cyber therapy in their work with adolescents, as they have learned the skills and knowledge to utilise the internet and are comfortable with cyber counselling or e-counselling.

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“…Subsequently, the data on trust from the WVS is merged with cultural data gathered from Hofstede’s cultural dimensions (Hofstede, 2001; Hofstede et al , 2010). It is worth mentioning that Hofstede’s cultural dimensions have been widely acknowledged as a credible source of information about cultural values across countries and the data have been used extensively in the literature pertaining to cross-cultural differences (Kumar et al , 2017; Rubino et al , 2020; Thanetsunthorn and Wuthisatian, 2019; Abuhashesh, et al , 2021). In essence, the data consist of 6 different cultural dimensions, including power distance index (PDI); individualism (IDV); masculinity (MAS); uncertainty avoidance index (UAI); long-term orientation (LTO); and indulgence (IND).…”

Section: Datamentioning

confidence: 99%

Organization development and cultural values of trust in international contexts

Thanetsunthorn

2021

RIBS

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Purpose The purpose of this study is to address the call for empirical research on trust and culture highlighted in the existing literature. This study empirically investigates the underlying cultural values of trust across multiple countries – the term used to describe specific cultural environments that have the potential to influence the way in which people demonstrate trust toward others – and then documents their subsequent influences on the success of organization development (OD) efforts in international contexts. Design/methodology/approach Using data from multiple sources, this study conducts a series of empirical tests to investigate the underlying cultural values of trust in a large sample of 42 countries over the past 20 years (2000–2020). Then, the study further extends the findings to propose an empirically developed framework, namely, a country classification, which can be used to assess whether cultural environments in a specific country appear to support or impede trust behavior and the likelihood of success in implementing OD initiatives and interventions in international contexts. Findings Trust is robustly related to cultural values. Specifically, people from countries with high power distance and uncertainty avoidance cultures tend to exhibit less trust in others, whereas those from countries with high individualistic and long-term oriented cultures are more likely to trust others. The country classification further demonstrates that Estonia, Germany, Sweden and the Netherlands are the group of countries whose cultural values appear strongly consistent with the underlying cultural values of trust, implying a greater likelihood of success for OD efforts and interventions. On the other hand, Colombia, Egypt, Iraq, Libya and Mexico are the group of countries whose cultural values appear to differ significantly from the underlying cultural values of trust, suggesting potential obstacles for successful OD efforts and thus appropriate modifications of OD interventions are essentially needed. The results for other countries are also discussed. Practical implications The findings offer several practical implications for the community of OD consulting, especially those who work internationally in cross-national consulting projects or deal with culturally diverse organizations. These include a more sophisticated understanding of the cultural environments that support or impede the willingness to trust in a specific foreign country, an evidence-informed strategy to design or adopt appropriate OD interventions that align with the cultural environments of a foreign country and a framework to assess and improve the likelihood of successful OD interventions in international contexts. Originality/value To the author’s best knowledge, this is the first study to conduct an empirical examination of the influence of culture on trust in a comprehensive manner, subsequently providing a transitional bridge between two major strands of trust research in the current OD literature: trust serves as a necessary foundation for successful OD efforts and the willingness to trust can potentially be explained through cultural spheres. Second, this study explores trust behavior in international contexts and develops a country classification concerning the influence of culture on trust, both of which have never been accomplished in prior research.

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The effect of culture on customers’ attitudes toward Facebook advertising: the moderating role of gender

Cited by 51 publications

References 66 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

Viewpoints of Students towards Cyber Counselling

Organization development and cultural values of trust in international contexts

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