Abstract:

Online advertising has become the important direct marketing channel. Therefore, its effectiveness and influence on consumers’ behavior and purchase decisions is crucial to be measured. In formulating advertising and marketing strategies, cultural values have been usually ignored. Little is known about the effects of national culture on consumers’ attitude towards online advertising. The paper raises a proposed cross-cultural examination of online advertising effectiveness in the context of globalization and the widespread usage of online marketing communication. The purpose of this study is to investigate whether online advertising forms mirror differences in cultural values. The significant influence of cultural values connected with Hofstede's culture dimensions on online advertising perception and effectiveness has been confirmed. The findings of this study will not only be limited to describe how the cultural factors affect online purchasing decision and customers’ behavior but also will provide tips and implications for formulating and launching online advertising strategies.