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 (N = 267), 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 cel... Mehr ...
Verfasser: | |
---|---|
Dokumenttyp: | Artikel |
Erscheinungsdatum: | 2021 |
Reihe/Periodikum: | Broeder , P 2021 , ' Cross-cultural context endorsement in visual e-commerce : A study of Dutch and Indian female consumers ' , Journal of the Academy of Business and Emerging Markets , vol. 1 , no. 2 , pp. 35-50 . |
Schlagwörter: | Consumer behavior / Cross-cultural / Endorsement / Context / Hall / Hofstede |
Sprache: | Englisch |
Permalink: | https://search.fid-benelux.de/Record/base-28621537 |
Datenquelle: | BASE; Originalkatalog |
Powered By: | BASE |
Link(s) : | https://research.tilburguniversity.edu/en/publications/edc53e17-6aba-450b-9a22-0d65d54a37f6 |