University of Worcester Worcester Research and Publications

The effect of culture on attitude towards online advertising and online brands: Applying Hofstede's cultural factors to internet marketing

Valaei, N., Rezaei, Sajad ORCID:, Ismail, W.K.W. and Oh, Y.M. (2016) The effect of culture on attitude towards online advertising and online brands: Applying Hofstede's cultural factors to internet marketing. International Journal of Internet Marketing and Advertising, 10 (4). pp. 270-301. ISSN 1477-5212

Full text not available from this repository. (Request a copy)


In formulating advertising and marketing strategies, marketers usually ignore cultural values at their peril. Little is known about the effects of national culture on individuals' attitude towards online advertising and brands. The purpose of this study is to examine Hofstede's cultural factors including individualism, uncertainty avoidance, power distance, masculinity and femininity, and long-term orientation on Attitude towards Online Advertisements (ATOA) and Attitude towards Online Brands (ATOB). Structural equation modelling was employed using partial least squares path modelling analysis to empirically test the proposed research model using 258 valid online questionnaires for evaluation of measurement and structural model for reflective constructs. The results indicate that individualism and long-term orientation are predictors of ATOA and ATOB. In addition, uncertainty avoidance does not have a positive relationship with ATOA and ATOB. The hypothesis on masculinity and ATOA is rejected, while there is no association between power distance and ATOB. Contribution of the study, limitations and further directions are proposed for future studies.

Item Type: Article
Additional Information:

The full-text cannot be supplied for this item. Please check availability with your local library or Interlibrary Requests Service.

Uncontrolled Discrete Keywords: internet marketing, cultural effect, online advertising, online brands, Hofstede, cultural factors theory, culture, cultural values, national culture, individualism, uncertainty avoidance; power distance; masculinity; femininity, long-term orientation, structural equation modelling, SEM, partial least squares, PLS, path modelling
Subjects: H Social Sciences > H Social Sciences (General)
T Technology > T Technology (General)
Divisions: College of Business, Psychology and Sport > Worcester Business School
Related URLs:
Depositing User: Sajad Rezaei
Date Deposited: 13 May 2020 10:42
Last Modified: 17 Jun 2020 17:35

Actions (login required)

View Item View Item
Worcester Research and Publications is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.