With an online experiment and a focus group, I examined the role of cultural appeals in online persuasive communication. The results of the study revealed that culturally oriented Web sites and online advertisements influence individual attitudes and behavioral intentions. These effects were particularly strong when cultural appeals were consistent across advertisements and their hosting Web sites. I observed the main effect of culture on persuasiveness of Web sites and advertisements both the American and the Chinese samples of participants.
The results of the study did not, however, support the expectation that ethnic identity and need for cognition would interact with the effects of cultural appeals. Participants had uniform reactions across various levels of ethnic identity and need for cognition.
The findings of my study suggest that online marketers and advertisers should focus not only on the message, but also on the media when targeting ethnic consumers. In fact, the cultural relevance between an advertisement and its hosting Web site is a prerequisite for a successful advertising campaign.
| Identifer | oai:union.ndltd.org:LSU/oai:etd.lsu.edu:etd-06302009-154228 |
| Date | 03 July 2009 |
| Creators | Gevorgyan, Gennadi |
| Contributors | Meghan Sander, Margaret DeFleur, Kevin Grobman, Kristopher Fletcher, Ronald Garay, Lance Porter |
| Publisher | LSU |
| Source Sets | Louisiana State University |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lsu.edu/docs/available/etd-06302009-154228/ |
| Rights | unrestricted, I hereby certify that, if appropriate, I have obtained and attached herein a written permission statement from the owner(s) of each third party copyrighted matter to be included in my thesis, dissertation, or project report, allowing distribution as specified below. I certify that the version I submitted is the same as that approved by my advisory committee. I hereby grant to LSU or its agents the non-exclusive license to archive and make accessible, under the conditions specified below and in appropriate University policies, my thesis, dissertation, or project report in whole or in part in all forms of media, now or hereafter known. I retain all other ownership rights to the copyright of the thesis, dissertation or project report. I also retain the right to use in future works (such as articles or books) all or part of this thesis, dissertation, or project report. |
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