Cross-cultural context endorsement in visual e-commerce: A study of Dutch and Indian female consumers
This study aims to investigate context in advertisements, with a focus on cultural preferences of online consumers. For this, Hall’s context model is used that differentiates between high/low context messages and cultures. In this investigation, context adaptation is created through different types of celebrity-product match endorsements. In an experimental survey, Dutch and Indian female consumers judged two versions of an Instagram advertisement in which a celebrity (Mila Kunis) endorses Nike sports shoes. The static display context version of the advertisement co-presented the celebrity. In... Mehr ...
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Dokumenttyp: | Artikel |
Erscheinungsdatum: | 2021 |
Schlagwörter: | consumer behavior / cross-cultural / endorsement / context / Hall / Hofstede |
Sprache: | Englisch |
Permalink: | https://search.fid-benelux.de/Record/base-26689361 |
Datenquelle: | BASE; Originalkatalog |
Powered By: | BASE |
Link(s) : | https://zenodo.org/record/5039932 |