Consumer Attitude Toward E-Advertising from an Intercultural Perspective

Abstract

The internet has now become an integral part of human life leading people rely on internet based services to reach the right decisions and seeking enjoyment. Marketers are increasingly promoting internet-based marketing communication because of its high effectiveness, creative options, and low-cost investment. So it is necessary to understand the users’ attitude toward marketing communication such as e-advertising. The aim of this study is to analyze the significant relation between e-advertisement appeals, attitude, and purchase behavior based on nationality. An electronic questionnaire was used for data collection from seven countries India, Pakistan, Morocco, South Africa, Brazil, Laos and Cambodia where culture and beliefs are basically different. Altogether 270 responses were analyzed by cross-tabulation. Study results explain that there are statistically significant relations between e-advertising’s appeals (information, credibility, privacy, irritation), attitude (negative attitudes towards a company because of an irritating ad), purchase behavior (negative purchase behaviors due to irritating advertising) and nationality. Internet communities are diverged so findings might be considered for advertising campaigns across multiple countries.

Keywords: advertising appeals, consumer attitude, e-advertising, nationality