The paper analysed cultural differences to explain ad engagement (AE) among Facebook users in India and Tanzania. It uses Hofstede’s model and theory of planned behaviour to examine the differences in cultural values and AE between the two countries and to evaluate AE and its determinants. The paper used a cross-sectional descriptive design to collect data from 700 students from Indian and Tanzanian universities by using self-administered questionnaires. Data were analysed by using an independent sample t-test, Spearman’s Rank correlation coefficient, Multi-group differences test, confirmatory factor analysis (CFA) and structural equation modelling (SEM) methods. These analyses were run in SPSS 20.0 and AMOS 24. The paper confirms cultural convergence for individualism and masculinity values, but significant differences in indulgence and uncertainty avoidance across India and Tanzania were observed. Also, significant differences in AE across the two countries were observed. Moreover, we found that attitude to Facebook advertising, subjective norms and perceived herd behaviour positively determines AE, while perceived intrusiveness determines AE negatively. Indulgence has an insignificant relationship with AE while other cultural values have a significant positive relationship. The paper adopted purposive sampling and limited the scope to Facebook, thus, the findings may lack generalisability to other social media platforms. Hence, multiple-platform ad engagement research is encouraged. The marketing implications from this paper include the development of AE strategies, designing culturally relevant ad content and themes and ad targeting. This paper contributes to the understanding of the relationship between cultural values and users’ engagement with Facebook advertising.

该论文分析了文化差异，以解释印度和坦桑尼亚的Facebook用户之间的广告参与度（AE）。它使用霍夫斯泰德（Hofstede）的模型和计划行为理论来检验两国之间的文化价值和AE差异，并评估AE及其决定因素。本文采用横断面描述性设计，通过使用自行管理的问卷调查，从印度和坦桑尼亚大学的700名学生中收集数据。数据通过使用独立样本t进行分析-检验，Spearman秩相关系数，多组差异检验，验证性因子分析（CFA）和结构方程模型（SEM）方法。这些分析在SPSS 20.0和AMOS 24中进行。本文确认了个人主义和男性气概的文化融合，但在印度和坦桑尼亚观察到放纵和避免不确定性的显着差异。此外，观察到两国之间的AE有显着差异。此外，我们发现，对Facebook广告的态度，主观规范和感知的牧群行为正面地决定了AE，而感知的侵入性则负面地决定了AE。放纵与AE无关紧要，而其他文化价值观则具有显着的正相关。该论文采用了有目的的抽样方式，将范围限制在Facebook上，因此，调查结果可能缺乏其他社交媒体平台的通用性。因此，鼓励进行多平台广告参与度研究。本文对市场的影响包括自动曝光策略的开发，设计与文化相关的广告内容和主题以及广告定位。本文有助于理解文化价值与用户与Facebook广告互动之间的关系。