Research Handbooks in Business and Management series
Edited by Shintaro Okazaki
Chapter 13: International Advertising Theory and Methodology in the Digital Information Age
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...
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