Table of Contents

Handbook of Research on International Advertising

Handbook of Research on International Advertising

Elgar original reference

Edited by Shintaro Okazaki

The Handbook of Research on International Advertising presents the latest thinking, experiences and results in a wide variety of areas in international advertising. It incorporates those visions and insights into areas that have seldom been touched in prior international advertising research, such as research in digital media, retrospective research, cultural psychology, and innovative methodologies.

Chapter 13: International Advertising Theory and Methodology in the Digital Information Age

Carolyn A. Lin

Subjects: business and management, international business, marketing


Carolyn A. Lin INTRODUCTION Over the past few decades, scholars have developed and refined a raft of theoretical frameworks and research methodologies to help provide empirical evidence of effective international advertising strategies. As a result, a rich body of literature and research convention has been established to help inform our foundational understanding of how advertising works at the international or global level. Even so, not unlike other fields of social scientific research, there have been ongoing debates about the strengths and weaknesses of both the theories and methodologies adopted to predict consumer behavior and marketing outcomes across national boundaries (e.g., Taylor, 2010). These vibrant intellectual exchanges have invigorated further theorizing efforts and methodological advances amidst a rapidly changing international advertising environment in the digital information age. The underlying issues of these scholarly debates were thoughtfully captured by Taylor (2002), who poignantly highlighted the tendencies of international advertising research to apply global advertising theories to study disparate consumer markets and explain cross-cultural consumer phenomena with empirical evidence of limited scope and duplicability. Taylor’s follow-up elaboration (2005, 2010) provided a summary of the advances that were made in international advertising research, in addition to promising new research directions and emerging theoretical developments. As the pace of development and diffusion of Internet technology continues to accelerate, this unstoppable tidal wave has revolutionized how people access and share product information, obtain product knowledge and seek media and entertainment options as well as communicate with each other around the world. Consequently, consumer expectations have also...

You are not authenticated to view the full text of this chapter or article.

Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.

Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.

Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.

Further information