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The influence of culture on online advertisement

The differences between The Netherlands and Spain

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Rechten:Alle rechten voorbehouden

The influence of culture on online advertisement

The differences between The Netherlands and Spain

Open access

Rechten:Alle rechten voorbehouden

Samenvatting

The purpose of this research is to analyse how culture influences online advertisement by comparing the Netherlands and Spain.
Online advertisement holds significant importance in the international market sector. The use of online advertisement has increased the past years and has become a vital promotion tool in the international marketing sector and therefore individuals from different cultures with personal norms and values will receive the ad. Therefore, it is important to research how culture influences online advertisement.
The methods of research include qualitative research on the impact of culture on online advertisement. Secondary three theories were compared and analysed to find out what theory was most applicable to analyse culture. Hofstede’s theory was used to analyse the characteristics of culture. The cultural characteristics of the Netherlands and Spain were analysed according to the system of Hofstede. Moreover, primary research in the form of a focus group was executed to evaluate the impact of culture on online advertisement between the Netherlands and Spain. In the focus group, the participants responded to advertisement correlated to the cultural dimensions of Hofstede.
The results of the focus groups showed that the participants of the two cultures responded differently to the advertisements. The appreciation rewarded by the participants was for 75% in agreement with the analysis made on the cultural characteristics based on the theory of Hofstede. The results of the focus group confirm that there is a correlation between the cultural characteristics of the countries and the way they interpreted and appreciated the advertisements. On the hand on the before mentioned information, there can be stated that the culture of a society influences online advertisement interpreted and appreciated. The answer to the question shows the importance of taking culture into account in order to achieve the most effective online advertisement strategies in the international marketing sector.
In addition, the results of the focus group showed that twenty-five per cent of the answers were not in agreement with the analysis of Hofstede. This unexpected result illustrated that there might have been other factors involved that influenced the results of the focus group. Therefore, it is recommended to conduct further research on the influence of culture, possibly with the addition of other factor that could have an influence on effective online advertisement.

Toon meer
OrganisatieDe Haagse Hogeschool
OpleidingMO Europese Studies / European Studies
AfdelingFaculteit Management & Organisatie
Datum2020-05-20
TypeBachelor
TaalEngels

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