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- Deraz, Hossam, 1971-, et al.
(författare)
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The Effect of Culture on the Consumers’ Assessment of Advertisements on Social Networking Sites; Cross-cultural analysis
- 2015
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Ingår i: 2015 Fifth International Conference on Digital Information Processing and Communications (ICDIPC). - Piscataway, NJ : IEEE conference proceedings. - 9781467368315 - 9781467368322 ; , s. 127-135
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Konferensbidrag (refereegranskat)abstract
- Do consumers of the same brand from different culture have the same perceptions while assessing the advertisements on Social Networking Sites’ (SNSAs)? To answer this question, the data for this study were collected from brand communities’ consumers (BCCs) on SNSs. 278 respondents from three different cultural backgrounds (Egyptians, Dutch and British) answered the questionnaires. Five main variables to collect the consumers’ assessment of SNSAs were tested (information value, entertainment value, credibility value, interactivity value, and irritation value). Based on the empirical findings, the three groups perceived five of the six variables with significant difference F ratios. Consequently, their perception of the entertainment value of SNSAs has no significant differences between the three groups. Based on the cross-cultural theory, the findings of this study have some agreements and some contradictions, especially the influences of power distance and uncertainly avoidance. Moreover, the researchers used the One-way analysis of variance (ANOVA) with Post Hoc tests to compare between the assessments of the three groups.
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| 3. |
- Osarenkhoe, Aihie, 1960-, et al.
(författare)
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Network Perspective on Establishement Process in Transition Economies
- 2017
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Ingår i: Global and national business theories and practice. - : EuroMed Press. - 9789963711567 ; , s. 1235-1257
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Konferensbidrag (refereegranskat)abstract
- This paper contributes to extant literature on market entry strategies in several ways. First, while previous literature focuses either on entry modes or entry timing, comparatively little efforts are made to illuminate the establishment process. Secondly, it addresses emanating impediments and development of supporting relationships with significant actors during the processes of establishment in transition economies. Establishment model, developed from network approach, facilitated the capturing of various supporting relationships that enabled the focal relationships to function properly during the establishment processes in less-structured markets. In-depth interviews were held with key informants in two Scandinavian firms. Findings show that Statoil´s ability to leverage a number of significant actors in its network for support during its establishment in Estonia makes the process less cumbersome and less resource consuming. Lack of home and host country support for Scania resulted in an arduous and costly process, with the firm’s position changing several times as different problems cropped up. In conclusion, relationship orientation requires adaptation by an organization, but more critically by its managers. Lack of cross-cultural relationship skills and orientation could impede a company’s growth in international markets. We call for more research efforts in the area of cultural dimensions of market establishment processes.
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