Advertising execution styles as a reflection of culture : Cross-cultural analysis of messaging app advertising preferences in South Korea and China

Bachelor thesis English OPEN
Kivinen, Sofia;
(2014)
  • Publisher: Umeå universitet, Företagsekonomi
  • Subject: advertising execution | China | culture | international marketing | Marketing communication | mobile messaging application | South Korea | advertising likability | social media | perception
    acm: ComputingMilieux_MISCELLANEOUS

Increased globalization and the thought of converging values has lead marketing practitioners and academics to consider more standardized approaches to marketing and advertising strategies. Even though cultures seem to evolve closer to each other, cultural diversity sti... View more
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