ABSTRACT The growth and emergence of Arab e-commerce has garnered attention from e-commerce giants such as Amazon, but little has been written in the academic advertising literature. The current study enriches the advertising literature by investigating the importance of localizing and culturally customizing digital media in the context of Arabic e-consumers. The conceptual and managerial contribution of the study is explicated in its theoretically derived and empirically tested framework for localizing digital advertising and marketing content for Arabic e-consumers. The findings' generalizability is bolstered by triangulation of methods and the use of samples from Qatar and the United Arab Emirates.

中文翻译：

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广告商如何更有效地定位阿拉伯电子消费者

摘要阿拉伯电子商务的兴起和兴起吸引了诸如亚马逊之类的电子商务巨头的关注，但学术广告文献却鲜有报道。当前的研究通过调查在阿拉伯电子消费者的背景下本地化和文化定制数字媒体的重要性，丰富了广告文献。该研究在概念和管理上的贡献在其理论推导和经过实践检验的框架中得到了阐述，该框架用于本地化阿拉伯电子消费者的数字广告和营销内容。研究方法的三角剖分和卡塔尔和阿拉伯联合酋长国样品的使用增强了这一发现的普遍性。