his.sePublikationer
Ändra sökning
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
The Effect of Culture on the Consumers’ Assessment of Advertisements on Social Networking Sites; Cross-cultural analysis
Halmstad University.
Halmstad University.
Högskolan i Skövde, Institutionen för handel och företagande. Högskolan i Skövde, Forskningsspecialiseringen Framtidens Företagande. (Retailing and International Business)
2015 (Engelska)Konferensbidrag, Publicerat paper (Refereegranskat)
Abstract [en]

Do consumers of the same brand from different culture have the same perceptions while assessing the advertisements on Social Networking Sites’ (SNSAs)? To answer this question, the data for this study were collected from brand communities’ consumers (BCCs) on SNSs. 278 respondents from three different cultural backgrounds (Egyptians, Dutch and British) answered the questionnaires. Five main variables to collect the consumers’ assessment of SNSAs were tested (information value, entertainment value, credibility value, interactivity value, and irritation value). Based on the empirical findings, the three groups perceived five of the six variables with significant difference F ratios. Consequently, their perception of the entertainment value of SNSAs has no significant differences between the three groups. Based on the cross-cultural theory, the findings of this study have some agreements and some contradictions, especially the influences of power distance and uncertainly avoidance. Moreover, the researchers used the One-way analysis of variance (ANOVA) with Post Hoc tests to compare between the assessments of the three groups.

Ort, förlag, år, upplaga, sidor
IEEE conference proceedings, 2015. s. 127-135
Nyckelord [en]
Cross-cultural, Advertisements, Social Networking Sites, Assessment of advertisements
Nationell ämneskategori
Företagsekonomi
Forskningsämne
Detaljhandel och internationellt företagande (RIB)
Identifikatorer
URN: urn:nbn:se:his:diva-11771DOI: 10.1109/ICDIPC.2015.7323018ISI: 000380497100022Scopus ID: 2-s2.0-84962828468ISBN: 978-1-4673-6831-5 (tryckt)ISBN: 978-1-4673-6832-2 (tryckt)OAI: oai:DiVA.org:his-11771DiVA, id: diva2:885753
Konferens
The Fifth International Conference on Digital Information Processing and Communications (ICDIPC2015), October 7-9, Sierre, Switzerland.
Tillgänglig från: 2015-12-21 Skapad: 2015-12-21 Senast uppdaterad: 2019-11-08Bibliografiskt granskad

Open Access i DiVA

Fulltext saknas i DiVA

Övriga länkar

Förlagets fulltextScopus

Personposter BETA

Abraha Gebrekidan, Desalegn

Sök vidare i DiVA

Av författaren/redaktören
Abraha Gebrekidan, Desalegn
Av organisationen
Institutionen för handel och företagandeForskningsspecialiseringen Framtidens Företagande
Företagsekonomi

Sök vidare utanför DiVA

GoogleGoogle Scholar

doi
isbn
urn-nbn

Altmetricpoäng

doi
isbn
urn-nbn
Totalt: 603 träffar
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf