Advertising Appeals and Cultural Values in Social Media Commercials in UK, Brasil and India: Case Study of Nokia and Samsung
The objectives of this study is to investigate the impact
of culture on advertising appeals in mobile phone industry via social
media channel in UK, Brazil and India. Content analysis on Samsung
and Nokia commercials in YouTube is conducted. The result
indicates that the advertising appeals are both congruent and
incongruent with cultural dimensions in UK, Brazil and India. The
result suggests that Hofstede and value paradoxes might be the tools
to predict the relationship between cultural values and advertising
appeals.
[1] S.C. Chu, and S. Kamal, "Social media usage and responses to social
media advertising in emerging and developed economies.” In Handbook
of research on international advertising, Ed.Okazaki Shintaro. United
Kingdom: Edward Elgar Publishing, Inc, 2012, pp. 398-419.
[2] Harvard Business Review (2010). The new conversation: taking social
media from talk to action. online, cited 2013-11-05. Available from
Internet: <http://www.sas.com/resources/whitepaper/wp_23348.pdf>.
[3] C.R. Taylor, and C.L. Bowen, "Best practices for cross-cultural
advertising research: are the rules being followed?” in Handbook of
research on international advertising, 3-19. Ed.Okazaki Shintaro. United
Kingdom: Edward Elgar Publishing, Inc, 2012, pp. 3-19.
[4] K.S. Fam, and R. Grohs, "Cultural Values and Effective Executional
Techniques in Advertising: A Cross-country and Product Category
Study of Urban Young Adults in Asia,” International Marketing Review,
vol. 24, pp. 519-538, 2007.
[5] New Media Trend Watch, "Social networks and UGC”, 2013a. online, cited 2012-12-03. Available from Internet:
<http://www.newmediatrendwatch.com/markets-by- country/18-uk/152-
social-networks-and-ugc>.
[6] Comscore, "In India, 1 in 4 online minutes are spent on social
networking sites”, 2012. online, cited 2013-06-17. Available from
Internet: <http://www.comscore.com/Insights/Press_Releases/2012/8/
In_India_1_in_4_Online_Minutes_are_Spent_on_Social_Networking_S
ites>.
[7] New Media Trend Watch , "India”, 2013b. online, cited 2012-12-03.
Available from Internet: <http://www.newmediatrendwatch.
com/markets-by-country/11-long-haul/53-india?showall=1>.
[8] New Media Trend Watch, "Social networks and UGC”, 2013c online,
cited 2012-12-03. Available from Internet:
<http://www.newmediatrendwatch.com/markets-by- country/18-uk/152-
social-networks-and-ugc>.
[9] New Media Trend Watch, Brazil – New Media Trend Watch Europe,
2013d. online, cited 2012-12-03. Available from Internet: <
http://www.newmediatrendwatch.com/markets-by-country/11-longhaul/
42-brazil>.
[10] MVF Global Customer Acquisition, "Lead Generation and Internet
Marketing in Brazil”, 2013. online, cited 2012-12-09. Available from
Internet :< http://www.mvfglobal.com/brazil>.
[11] A. Haasa, and A. Young, "Uses and Gratifications of Social Media: a
comparison of Facebook and Instant Messaging,” Bulletin of Science,
Technology and Society, vol. 30, pp. 350 –361, 2010.
[12] D. M. Boyd, and N. B. Ellison, "Social network sites: definition, history
and scholarship,” Journal of Computer-Mediated Communication, vol.
13, pp. 210-230, 2008.
[13] D. Muntinga, M. Moorman, and E. Smit, ”Introducing COBRAs,
Exploring motivations for brand-related social media use,” International
Journal of Advertising, vol. 30, pp. 3–46, 2011.
[14] R.P. Dholakia, M. Bagozzi, and L.K Klein, "A social influence model of
consumer participation in network- and small-group-based virtual
communities,” International Journal of Research in Marketing, vol. 21,
pp. 241–263, 2004.
[15] T.F. Stafford, M.R. Stafford, and L.L Schkade, "Determining Uses and
Gratifications for the Internet”, Decision sciences, vol. 35, pp. 259-288,
2004.
[16] B. A. Bondad, R.E. Rice, and K. Pearce, "Influence on TV viewing and
online user- shared Video Use: Demographics, generations, contextual
age, media use,motivation and audience activity,” Journal of
Broadcasting and Electronic Media, vol. 56, pp. 471-493, Dec 2012.
[17] Emarketer, "Social video – the next wave in digital advertising”, 2012b.
online, cited 2012-12-03. Available from Internet:
<http://www.emarketer.com/Webinar.aspx?R=4000060>.
[18] J. Lee, and M. Lee, "Factors Influencing the Intention to Watch Online
Video Advertising,” Cyberpsychology Behaviour, and social
networking, vol. 14, pp. 619-624. 2011.
[19] T. Teixeira, M. Wedel, and R. Pieters, "Emotion-Induced Engagement in
Internet Video Advertisement,” Journal of Marketing Research, vol. 49,
pp.144-159, 2012.
[20] R. Lohtia, N. Donthu, and E. Hershberger, "The impact of content and
design elements on banner advertising click through rates,” Journal of
advertising research, vol. 43, pp. 410-418, 2003.
[21] F.T. Xie, N. Donthu, R. Lohtia, and T. Osmonbekov, "Emotional appeal
and incentive offering in banner advertisements,” Journal of Interactive
Advertising, vol. 4, pp. 30-37, 2004.
[22] H.C. Chiu, Y.C. Hsieh, Y.H. Kao, and M. Lee,"The determinants of
Email receivers’ disseminating behaviours on the Internet,” Journal of
Advertising Research, vol. 47, pp. 524-534, 2007.
[23] C. Yang, Y.C Hsu, and S. Tan, "Predicting the Determinants of Users’
Intentions for Using YouTube to share Video: moderating gender
effects,” Cyberpsychology, Behavior & Social Networking, vol. 13, pp.
141-152, 2010.
[24] J.K. Hsieh, Y.C Hsieh, and Y.C Tang, "Exploring the disseminating
behaviors of eWOM marketing: persuasion in online video,” Electronic
Commerce Research, vol. 12, pp. 201-224, 2012.
[25] P. Eckler, and P. Bolls, "Spreading the virus: motional tone of viral
advertising and its effect on forwarding intentions and attitudes,”
Journal of Interactive Advertising, vol. 11, pp. 1-11, 2011.
[26] D. Southgate, N. Westoby, G. Page, and M. Brown, "Creative
determinants of viral video viewing,” International Journal of
Advertising, vol. 29, pp. 349-368, 2010.
[27] N. D. Albert, and M.R. Stafford, "An international analysis emotional
and rational appeals in services vs. goods advertising,” Journal of
consumer marketing, vol. 16, pp. 42-57, 1999.
[28] J.E. Phelps, R. Lewis, L. Mobilio, D. Perry, and N. Raman, "Viral
Marketing or Electronic Word-of-Mouth Advertising: Examining
Consumer Responses and Motivations to Pass Along Email,” Journal of
Advertising Research, vol. 44, pp. 333-348, 2004.
[29] R.W. Pollay, "Measuring the Cultural Values Manifest in Advertising,”
Current Issues and Research in Advertising, vol. 6, pp. 71-92, 1983.
[30] M. Albers, and Gelb, "Business Advertising Appeals as a Mirror of
Cultural Dimensions: A Study of Eleven Countries,” Journal of
Advertising, vol.25, pp. 57-70, 1996.
[31] Mortimer and Grierson, "The relationship between culture and
advertising appeals for services, "Journal of Marketing
Communications, vol. 16, pp.149–162, 2010.
[32] G. Hofstede, G.J. Hofstede, and M. Minkov, Cultures and Organisations
- Software of the mind. Intercultural cooperation and its importance for
survival. 3rd edition.New York City: Mc Graw Hill, 2010.
[33] R. Terlutter, S. Diehl, and B. Mueller, ”Typologies of cultural
dimensions and their applicability to international advertising,” in
Handbook of research on international advertising, Ed.Okazaki Shintaro.
United Kingdom: Edward Elgar Publishing, Inc, 2012, pp. 88-108.
[34] M. De Mooij, Global marketing and advertising: Understanding
cultural paradoxes. 3rd Edition. Thousands Oaks: Sage Publications,
Inc, 2010.
[35] D. An, "Advertising visuals in global brands’ local websites: A six
country comparison,” International Journal of Advertising, vol. 26, pp.
303-32, 2007.
[36] B. Mueller, "Reflections of Culture: An Analysis of Japanese and
American Advertising Appeals,” Journal of Advertising Research, vol.
27, pp. 51-59, 1987.
[37] W.Lepkowska, B. Elzbieta, G. Thomas, and M.G. Weinberger, "A test
of an appeal effectiveness in Poland and the US, the interplay of Appeal,
Product, and Culture,” Journal of Advertising, vol. 32, pp. 57-67, 2003.
[38] M. Geuens, P. De Pelsmacker, and T. Faseur, "Emotional advertising:
Revisiting the role of product category,” Journal of Business Research,
vol. 64, pp. 418–426, 2010.
[39] R. Dhar, and K.Werenbroch, "Consumer choice between hedonic and
utilitarian goods,” Journal of Marketing Research, vol.37, pp. 60-7l,
2000.
[40] L.O'Reilly, "Nokia reveals "youthful” global marketing strategy.
Marketing Week,” 2011. online, cited 2013-03-06. Available from
Internet: <http://www.marketingweek.co.uk/nokia-reveals-youthfulglobal-
marketingstrategy/3031339.article>.
[41] Roland "The Little Amazing Show” – Nokia’s New Windows Phone
MarketingVideo, 2012. online, cited 2012-03-06. Available from
Internet:<http://www.windowsadvices.com/the-little-amazing-show-
%E2%80%93-nokia%E2%80%99s-new-windows-phone-marketingvideos></http:>.
[42] Raj, "Samsung Galaxy Note II Incredible Art Piece”, 2012. online,
cited 2012-12-03. Available from Internet: <http://samsungmobiler.
techrebels.net/samsung-galaxy-note-ii-incredible-art-piece></http:>.
[43] Brazil, "Brasil Culture,” 2012. online, cited 2013-08-07. Available
from Internet: <http://www.brazil.org.za/brazil-culture.html#.UgKftK8CxU>.
[44] A. Dhar, "India is being disrobed by Western culture,” The Hindu, 2011.
online, cited2013-06-17. Available from Internet:
<http://www.thehindu.com/news/national/india-is-being-disrobed-bywestern-
culture/article2347570.ece>.
[45] H. Cheng, "Reflection of Cultural Values: A Content Analysis of
Chinese Magazine Advertisements from 1982 and 1992, "International
Journal of Advertising, vol.13, pp.167-183, 1994.
[46] Madison, "The economic and social impact of colonial rule in India”,
1971. online, cited 2013-08-07. Available from Internet:
<http://www.ggdc.net/maddison/articles/moghul_3.pdf>.
[47] Y. Lee, B.W. Lin, Y.Wong, and R.J.Calantone, "Understanding and
managing international product launch: a comparison between and
developed and emerging markets,” Journal of product innovative
management, vol. 28, pp. 104–120, 2011.
[48] V. Taras, B. Kirkman, and P. Steel, ”Examining the Impact of Culture’s
Consequences: AThree-Decade, Multilevel, Meta-Analytic Review of
Hofstede’s Cultural Value Dimensions,” Journal of Applied Psychology,
vol. 95, pp. 405–439, 2010.
[49] R.W. Pollay, and K. Gallagher, "Advertising and Cultural Values:
Reflections in the Distorted Mirror,” International Journal of
Advertising, vol. 9, pp. 359-375, 1990.
[1] S.C. Chu, and S. Kamal, "Social media usage and responses to social
media advertising in emerging and developed economies.” In Handbook
of research on international advertising, Ed.Okazaki Shintaro. United
Kingdom: Edward Elgar Publishing, Inc, 2012, pp. 398-419.
[2] Harvard Business Review (2010). The new conversation: taking social
media from talk to action. online, cited 2013-11-05. Available from
Internet: <http://www.sas.com/resources/whitepaper/wp_23348.pdf>.
[3] C.R. Taylor, and C.L. Bowen, "Best practices for cross-cultural
advertising research: are the rules being followed?” in Handbook of
research on international advertising, 3-19. Ed.Okazaki Shintaro. United
Kingdom: Edward Elgar Publishing, Inc, 2012, pp. 3-19.
[4] K.S. Fam, and R. Grohs, "Cultural Values and Effective Executional
Techniques in Advertising: A Cross-country and Product Category
Study of Urban Young Adults in Asia,” International Marketing Review,
vol. 24, pp. 519-538, 2007.
[5] New Media Trend Watch, "Social networks and UGC”, 2013a. online, cited 2012-12-03. Available from Internet:
<http://www.newmediatrendwatch.com/markets-by- country/18-uk/152-
social-networks-and-ugc>.
[6] Comscore, "In India, 1 in 4 online minutes are spent on social
networking sites”, 2012. online, cited 2013-06-17. Available from
Internet: <http://www.comscore.com/Insights/Press_Releases/2012/8/
In_India_1_in_4_Online_Minutes_are_Spent_on_Social_Networking_S
ites>.
[7] New Media Trend Watch , "India”, 2013b. online, cited 2012-12-03.
Available from Internet: <http://www.newmediatrendwatch.
com/markets-by-country/11-long-haul/53-india?showall=1>.
[8] New Media Trend Watch, "Social networks and UGC”, 2013c online,
cited 2012-12-03. Available from Internet:
<http://www.newmediatrendwatch.com/markets-by- country/18-uk/152-
social-networks-and-ugc>.
[9] New Media Trend Watch, Brazil – New Media Trend Watch Europe,
2013d. online, cited 2012-12-03. Available from Internet: <
http://www.newmediatrendwatch.com/markets-by-country/11-longhaul/
42-brazil>.
[10] MVF Global Customer Acquisition, "Lead Generation and Internet
Marketing in Brazil”, 2013. online, cited 2012-12-09. Available from
Internet :< http://www.mvfglobal.com/brazil>.
[11] A. Haasa, and A. Young, "Uses and Gratifications of Social Media: a
comparison of Facebook and Instant Messaging,” Bulletin of Science,
Technology and Society, vol. 30, pp. 350 –361, 2010.
[12] D. M. Boyd, and N. B. Ellison, "Social network sites: definition, history
and scholarship,” Journal of Computer-Mediated Communication, vol.
13, pp. 210-230, 2008.
[13] D. Muntinga, M. Moorman, and E. Smit, ”Introducing COBRAs,
Exploring motivations for brand-related social media use,” International
Journal of Advertising, vol. 30, pp. 3–46, 2011.
[14] R.P. Dholakia, M. Bagozzi, and L.K Klein, "A social influence model of
consumer participation in network- and small-group-based virtual
communities,” International Journal of Research in Marketing, vol. 21,
pp. 241–263, 2004.
[15] T.F. Stafford, M.R. Stafford, and L.L Schkade, "Determining Uses and
Gratifications for the Internet”, Decision sciences, vol. 35, pp. 259-288,
2004.
[16] B. A. Bondad, R.E. Rice, and K. Pearce, "Influence on TV viewing and
online user- shared Video Use: Demographics, generations, contextual
age, media use,motivation and audience activity,” Journal of
Broadcasting and Electronic Media, vol. 56, pp. 471-493, Dec 2012.
[17] Emarketer, "Social video – the next wave in digital advertising”, 2012b.
online, cited 2012-12-03. Available from Internet:
<http://www.emarketer.com/Webinar.aspx?R=4000060>.
[18] J. Lee, and M. Lee, "Factors Influencing the Intention to Watch Online
Video Advertising,” Cyberpsychology Behaviour, and social
networking, vol. 14, pp. 619-624. 2011.
[19] T. Teixeira, M. Wedel, and R. Pieters, "Emotion-Induced Engagement in
Internet Video Advertisement,” Journal of Marketing Research, vol. 49,
pp.144-159, 2012.
[20] R. Lohtia, N. Donthu, and E. Hershberger, "The impact of content and
design elements on banner advertising click through rates,” Journal of
advertising research, vol. 43, pp. 410-418, 2003.
[21] F.T. Xie, N. Donthu, R. Lohtia, and T. Osmonbekov, "Emotional appeal
and incentive offering in banner advertisements,” Journal of Interactive
Advertising, vol. 4, pp. 30-37, 2004.
[22] H.C. Chiu, Y.C. Hsieh, Y.H. Kao, and M. Lee,"The determinants of
Email receivers’ disseminating behaviours on the Internet,” Journal of
Advertising Research, vol. 47, pp. 524-534, 2007.
[23] C. Yang, Y.C Hsu, and S. Tan, "Predicting the Determinants of Users’
Intentions for Using YouTube to share Video: moderating gender
effects,” Cyberpsychology, Behavior & Social Networking, vol. 13, pp.
141-152, 2010.
[24] J.K. Hsieh, Y.C Hsieh, and Y.C Tang, "Exploring the disseminating
behaviors of eWOM marketing: persuasion in online video,” Electronic
Commerce Research, vol. 12, pp. 201-224, 2012.
[25] P. Eckler, and P. Bolls, "Spreading the virus: motional tone of viral
advertising and its effect on forwarding intentions and attitudes,”
Journal of Interactive Advertising, vol. 11, pp. 1-11, 2011.
[26] D. Southgate, N. Westoby, G. Page, and M. Brown, "Creative
determinants of viral video viewing,” International Journal of
Advertising, vol. 29, pp. 349-368, 2010.
[27] N. D. Albert, and M.R. Stafford, "An international analysis emotional
and rational appeals in services vs. goods advertising,” Journal of
consumer marketing, vol. 16, pp. 42-57, 1999.
[28] J.E. Phelps, R. Lewis, L. Mobilio, D. Perry, and N. Raman, "Viral
Marketing or Electronic Word-of-Mouth Advertising: Examining
Consumer Responses and Motivations to Pass Along Email,” Journal of
Advertising Research, vol. 44, pp. 333-348, 2004.
[29] R.W. Pollay, "Measuring the Cultural Values Manifest in Advertising,”
Current Issues and Research in Advertising, vol. 6, pp. 71-92, 1983.
[30] M. Albers, and Gelb, "Business Advertising Appeals as a Mirror of
Cultural Dimensions: A Study of Eleven Countries,” Journal of
Advertising, vol.25, pp. 57-70, 1996.
[31] Mortimer and Grierson, "The relationship between culture and
advertising appeals for services, "Journal of Marketing
Communications, vol. 16, pp.149–162, 2010.
[32] G. Hofstede, G.J. Hofstede, and M. Minkov, Cultures and Organisations
- Software of the mind. Intercultural cooperation and its importance for
survival. 3rd edition.New York City: Mc Graw Hill, 2010.
[33] R. Terlutter, S. Diehl, and B. Mueller, ”Typologies of cultural
dimensions and their applicability to international advertising,” in
Handbook of research on international advertising, Ed.Okazaki Shintaro.
United Kingdom: Edward Elgar Publishing, Inc, 2012, pp. 88-108.
[34] M. De Mooij, Global marketing and advertising: Understanding
cultural paradoxes. 3rd Edition. Thousands Oaks: Sage Publications,
Inc, 2010.
[35] D. An, "Advertising visuals in global brands’ local websites: A six
country comparison,” International Journal of Advertising, vol. 26, pp.
303-32, 2007.
[36] B. Mueller, "Reflections of Culture: An Analysis of Japanese and
American Advertising Appeals,” Journal of Advertising Research, vol.
27, pp. 51-59, 1987.
[37] W.Lepkowska, B. Elzbieta, G. Thomas, and M.G. Weinberger, "A test
of an appeal effectiveness in Poland and the US, the interplay of Appeal,
Product, and Culture,” Journal of Advertising, vol. 32, pp. 57-67, 2003.
[38] M. Geuens, P. De Pelsmacker, and T. Faseur, "Emotional advertising:
Revisiting the role of product category,” Journal of Business Research,
vol. 64, pp. 418–426, 2010.
[39] R. Dhar, and K.Werenbroch, "Consumer choice between hedonic and
utilitarian goods,” Journal of Marketing Research, vol.37, pp. 60-7l,
2000.
[40] L.O'Reilly, "Nokia reveals "youthful” global marketing strategy.
Marketing Week,” 2011. online, cited 2013-03-06. Available from
Internet: <http://www.marketingweek.co.uk/nokia-reveals-youthfulglobal-
marketingstrategy/3031339.article>.
[41] Roland "The Little Amazing Show” – Nokia’s New Windows Phone
MarketingVideo, 2012. online, cited 2012-03-06. Available from
Internet:<http://www.windowsadvices.com/the-little-amazing-show-
%E2%80%93-nokia%E2%80%99s-new-windows-phone-marketingvideos></http:>.
[42] Raj, "Samsung Galaxy Note II Incredible Art Piece”, 2012. online,
cited 2012-12-03. Available from Internet: <http://samsungmobiler.
techrebels.net/samsung-galaxy-note-ii-incredible-art-piece></http:>.
[43] Brazil, "Brasil Culture,” 2012. online, cited 2013-08-07. Available
from Internet: <http://www.brazil.org.za/brazil-culture.html#.UgKftK8CxU>.
[44] A. Dhar, "India is being disrobed by Western culture,” The Hindu, 2011.
online, cited2013-06-17. Available from Internet:
<http://www.thehindu.com/news/national/india-is-being-disrobed-bywestern-
culture/article2347570.ece>.
[45] H. Cheng, "Reflection of Cultural Values: A Content Analysis of
Chinese Magazine Advertisements from 1982 and 1992, "International
Journal of Advertising, vol.13, pp.167-183, 1994.
[46] Madison, "The economic and social impact of colonial rule in India”,
1971. online, cited 2013-08-07. Available from Internet:
<http://www.ggdc.net/maddison/articles/moghul_3.pdf>.
[47] Y. Lee, B.W. Lin, Y.Wong, and R.J.Calantone, "Understanding and
managing international product launch: a comparison between and
developed and emerging markets,” Journal of product innovative
management, vol. 28, pp. 104–120, 2011.
[48] V. Taras, B. Kirkman, and P. Steel, ”Examining the Impact of Culture’s
Consequences: AThree-Decade, Multilevel, Meta-Analytic Review of
Hofstede’s Cultural Value Dimensions,” Journal of Applied Psychology,
vol. 95, pp. 405–439, 2010.
[49] R.W. Pollay, and K. Gallagher, "Advertising and Cultural Values:
Reflections in the Distorted Mirror,” International Journal of
Advertising, vol. 9, pp. 359-375, 1990.
@article{"International Journal of Business, Human and Social Sciences:67807", author = "Han Nguyen", title = "Advertising Appeals and Cultural Values in Social Media Commercials in UK, Brasil and India: Case Study of Nokia and Samsung", abstract = "The objectives of this study is to investigate the impact
of culture on advertising appeals in mobile phone industry via social
media channel in UK, Brazil and India. Content analysis on Samsung
and Nokia commercials in YouTube is conducted. The result
indicates that the advertising appeals are both congruent and
incongruent with cultural dimensions in UK, Brazil and India. The
result suggests that Hofstede and value paradoxes might be the tools
to predict the relationship between cultural values and advertising
appeals.
", keywords = "Advertising appeal, international advertising, mobile
phone advertising, social media advertising.", volume = "8", number = "8", pages = "2549-9", }
