African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 153

Full Length Research Paper

Aspect of internet advertising in relation to cross-cultural issues (Iran vs. USA)

Reza Gharoie Ahangar
Business Administration of Islamic Azad University, Iran.
Email: [email protected]

  •  Accepted: 04 September 2009
  •  Published: 30 November 2009

Abstract

 

Information Technology has brought about a change in the ways people carry out various activities whether at workplace or at home. The new generation is net savvy and prefers working on Internet much more as compared to any outdoor activities. This has affected business operations. The advertisement industry is also influenced by such a change and global marketers need to understand the influence of culture on advertising, Companies now prefer advertising on internet as larger section of society is accessing it at regular intervals. The advertisements are also affected by the cultural values of the country. This research paper highlights the role of Cross Cultural issues on Internet advertising. In this context this paper compares the perception of Iran with American Internet Users to find out the different aspects involved.

 

Key words: Internet advertising, cross-cultural, Iran, USA

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