@article{(Open Science Index):https://publications.waset.org/pdf/9998960,
	  title     = {Advertising Appeals and Cultural Values in Social Media Commercials in UK, Brasil and India: Case Study of Nokia and Samsung},
	  author    = {Han Nguyen},
	  country	= {},
	  institution	= {},
	  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.
},
	    journal   = {International Journal of Humanities and Social Sciences},
	  volume    = {8},
	  number    = {8},
	  year      = {2014},
	  pages     = {2414 - 2422},
	  ee        = {https://publications.waset.org/pdf/9998960},
	  url   	= {https://publications.waset.org/vol/92},
	  bibsource = {https://publications.waset.org/},
	  issn  	= {eISSN: 1307-6892},
	  publisher = {World Academy of Science, Engineering and Technology},
	  index 	= {Open Science Index 92, 2014},
	}