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| Author: | Li, H. Li, A. Zhao, S. |
| Title: | Internet advertising strategy of multinationals in China |
| Journal: | International Journal of Advertising
2009 : VOL. 28:1, p. 125-146 |
| Index terms: | advertising marketing strategy consumer behaviour research Internet multinational companies Asia China |
| Language: | eng |
| Abstract: | This study explores the creative, placement and budget strategy of Internet advertising by Eastern and Western (hereafter as: E-and-W.) multinationals in China. Based on a content analysis of more than 47,000 online advertisements (as: ads) shows that both E-and-W. companies dominantly use individualist appeals for Internet advertising in China, which is a collectivist country. However, Eastern multinationals also trust emotional appeals, while Western companies generally adopt rational appeals. This study provides with several theoretical and managerial implications, incl. multinationals appearing to recognize the changing culture of Internet users, particularly the younger generation. |
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