Cross-cultural context endorsement in visual e-commerce: A study of Dutch and Indian female consumers
This study aims to investigate context in advertisements, with a focus on cultural preferences of online consumers. For this, Hall’s context model is used that differentiates between high/low context messages and cultures. In this investigation, context adaptation is created through different types...
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| Format: | Article |
| Language: | English |
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Academy of Business and Emerging Markets
2021-06-01
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| Series: | Journal of the Academy of Business and Emerging Markets |
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| Online Access: | https://doi.org/10.5281/zenodo.5039932 |