TY - JFULL AU - Han Nguyen PY - 2014/9/ TI - Advertising Appeals and Cultural Values in Social Media Commercials in UK, Brasil and India: Case Study of Nokia and Samsung T2 - International Journal of Humanities and Social Sciences SP - 2413 EP - 2422 VL - 8 SN - 1307-6892 UR - https://publications.waset.org/pdf/9998960 PU - World Academy of Science, Engineering and Technology NX - Open Science Index 92, 2014 N2 - 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. ER -