Date of Award
Spring 2017
Degree Name
Bachelor of Science (BS)
Advisor(s)
Luke Kachersky
Abstract
This research studies the impact that cultural dimensions have on internet users’ acceptance of targeted online advertising when it is framed as a form of reciprocity versus a form of increased relevancy. This paper begins by investigating the current state of online advertising and the extensive adoption of ad blocking software across the globe. Prior research found that individuals’ actions on the internet and perceptions of advertising are influenced by their culture. To further examine this influence, the present research tested the effect of a specific cultural dimension (individualism/collectivism) on acceptance of targeted online advertising when it is framed as a form of reciprocity versus a form of increased relevancy. This research finds the relevancy argument to have an overall negative effect on individuals’ acceptance of online targeting. However, this effect becomes more negative as an individual’s level of collectivism increases. The study also finds that the reciprocity argument has no influence on US internet users’ acceptance of advertising, regardless of their cultural characteristics. Considering these findings, this study recommends a strategy for deterring the cross-cultural adoption of ad blocking software.
Recommended Citation
Lagrotteria, Hugh, "The Influence of Cultural Dimensions on Acceptance of Targeted Online Advertising: Relevancy vs. Reciprocity" (2017). Gabelli School of Business Honors Thesis Collection. 137.
https://research.library.fordham.edu/gabelli_thesis/137
