Abstract:

Although, advertising play a central role in marketing strategies in a virtual business, very little is known about the affects of culture on customer attitude towards Internet advertisements. This study investigates the role of culture on consumer’s attitudes. A structured questionnaire was used to collect the information from two sample group consist of 300 participants from the India (High collectivities and high context culture) and United States (High individualist and low context culture). The result showed significant attitudinal differences between American and Indian consumers toward Internet advertisements, so that; as American consumers had more positive attitude than Indian consumers toward Internet advertisements. The separate case study in this research proves this finding. This result indicates that cultural beliefs have a key role in customer attitude toward online advertisements.