A global investigation into the cultural and individual antecedents of banner advertising effectiveness

Abstract

This study introduces and tests a framework to show the influence of national-level cultural and sociodemographic variables on banner advertising effectiveness. The authors analyze online survey data from 7775 respondents from 34 countries using hierarchical linear modeling and also analyze click-through rates from 2192 users from 26 countries. The findings show that banner advertising effectiveness in terms of attitudes toward banner advertising and intention to click on banner ads varies along Hofstede's cultural dimensions of individualism, uncertainty avoidance, power distance, and masculinity. In particular, consumers from individualist countries show less acceptance of banner advertising than those from collectivist countries. The acceptance of Web banner advertising is related to the consumers' click behavior. Individual-level variables contribute only marginally to explain banner advertising effectiveness, which strengthens the significance of the direct effects of national-level cultural variables. The findings suggest that marketers should view banner advertising, though largely standardized when targeting a global audience, as a culture-specific issue. © 2010, American Marketing Association.