Abstract

Despite a growing body of work on the impact of cultural orientation on consumers’ attitudes and behavior, research investigating the effects of individualism-collectivism in social media advertising remains limited. Based on a theoretical framework founded on the theory of planned behavior, Ducoffes’s web advertising model, and further variables from related literature, this study aims to investigate how Facebook advertisements contribute to consumers’ purchase intention in an emerging market marked by high levels of collectivism. Through a sequence of research propositions that elucidate how individuals from a collectivistic culture make purchase decisions when exposed to Facebook advertisements, our study makes a significant contribution to attitudinal research as it establishes a better understanding of the use of advertising on Facebook to market products and services. Our findings confirm the necessity and importance of taking into account consumers’ cultural differences when advertising on social media sites.

摘要

尽管关于文化取向对消费者态度和行为的影响的研究越来越多，但关于个人主义-集体主义在社交媒体广告中的影响的研究仍然有限。本研究基于基于计划行为理论的理论框架、Ducoffes 的网络广告模型以及相关文献中的其他变量，旨在调查 Facebook 广告如何在以高度集体主义为标志的新兴市场中促进消费者的购买意愿。通过一系列研究命题，阐明集体主义文化中的个人在接触 Facebook 广告时如何做出购买决定，我们的研究对态度研究做出了重大贡献，因为它更好地理解了在 Facebook 上使用广告来营销产品和服务。我们的研究结果证实了在社交媒体网站上做广告时考虑消费者文化差异的必要性和重要性。