Facebook Ad Engagement: A Cross-cultural Analysis

Kavita Sharma and Emmanuel Elioth Lulandala

Global Business Review, 2024, vol. 25, issue 4, 1047-1073

Abstract: 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.

Keywords: Ad engagement; Facebook advertising; Hofstede’s model; theory of planned behaviour; India; Tanzania (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/09721509211007115 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sae:globus:v:25:y:2024:i:4:p:1047-1073

DOI: 10.1177/09721509211007115

Access Statistics for this article

More articles in Global Business Review from International Management Institute
Bibliographic data for series maintained by SAGE Publications ().