Advertising Appeals and Cultural Values in Social Media Commercials in UK, Brasil and India: Case Study of Nokia and Samsung

Authors: Han Nguyen

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.

Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1337363

References:

[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: .
[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: .
[6] Comscore, "In India, 1 in 4 online minutes are spent on social networking sites”, 2012. online, cited 2013-06-17. Available from Internet: .
[7] New Media Trend Watch , "India”, 2013b. online, cited 2012-12-03. Available from Internet: .
[8] New Media Trend Watch, "Social networks and UGC”, 2013c online, cited 2012-12-03. Available from Internet: .
[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: .
[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: .
[41] Roland "The Little Amazing Show” – Nokia’s New Windows Phone MarketingVideo, 2012. online, cited 2012-03-06. Available from Internet:.
[42] Raj, "Samsung Galaxy Note II Incredible Art Piece”, 2012. online, cited 2012-12-03. Available from Internet: .
[43] Brazil, "Brasil Culture,” 2012. online, cited 2013-08-07. Available from Internet: .
[44] A. Dhar, "India is being disrobed by Western culture,” The Hindu, 2011. online, cited2013-06-17. Available from Internet: .
[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: .
[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.