Culture Influences on Online Advertising Attitudes: A Pakistani Perspective

Abstract

There has been quite limited knowledge regarding the impact of national culture on the attitude of each individual when it comes to online brands and online advertisements. This research analyzed the influence of cultural factors presented by Hofstede on the attitude of consumers toward online brands and online advertisements. Cultural Factors included self-restraint, individualism, masculinity & femininity, power distance, and long-term orientation. Evidence was collected from 200 respondents residing in Karachi using a Likert scale-type close-ended questionnaire. Data were analyzed using structural equation modeling and Confirmatory factor analysis. The results found that long-term orientation and individualism are the predictors of attitude towards online advertisement and.. In addition to these results, another factor that was found is that there is no positive relationship between online advisement with Masculinity. The rejected hypothesis was on masculinity relation with the attitude towards online advertisement, some positive associations were found among the attitude towards the online brand advertisement and other cultural dimensions.