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.
- Received May 1, 2018.
- Received (in revised form) July 25, 2018.
- Accepted August 17, 2018.
- Copyright© 2019 ARF. All rights reserved.
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Vol 59 Issue 2
Jump to
- Article
- ABSTRACT
- MANAGEMENT SLANT
- INTRODUCTION
- CONCEPTUAL BACKGROUND
- RESEARCH QUESTIONS
- STUDY 1: FOCUS GROUPS AND BRAINWRITING SESSIONS TO GENERATE CORE ARABIC LOCALIZATION THEMES
- STUDY 2: SURVEY TO IDENTIFY FAVORABLE WEB FEATURES
- STUDY 3: EXPERIMENTAL DESIGN TO VALIDATE FAVORABLE DIGITAL-MEDIA LOCALIZATION FEATURES
- GENERAL DISCUSSION AND MANAGERIAL IMPLICATIONS
- CONCLUSION AND FUTURE RESEARCH
- ABOUT THE AUTHORS
- Appendix 1 Sample of Focus-Group Questions
- Appendix 2 Sample Demographics for Study 2
- REFERENCES
- Figures & Data
- Info