Does Online Dating Promotion Vary Across Cultures? A Cross-cultural Analysis of Homepage Advertisements of Online Dating Services in 51 Countries

IF 1.5 Q2 COMMUNICATION Journal of Creative Communications Pub Date : 2021-12-19 DOI:10.1177/09732586211060010

Aditi Paul, Saifuddin Ahmed, Karolina Zaluski

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引用次数: 1

Abstract

This study extends our understanding of the influence of culture on advertising within the novel context of online dating. People around the world have come to depend on online dating services (ODSs) to participate in the dating process. Since the norms and expectations of dating are influenced by a country’s cultural values, we expect ODSs to adapt their advertising messages to be congruent with these values. Using the Pollay–Hofstede framework, we examine the relationship between advertising appeals used by 1,003 ODSs from 51 countries and the cultural dimensions of these countries. Results showed that ODS advertisements appealed to people’s need for relationship, friendship, entertainment, sex, status, design and identity. The use of these appeals was congruent with only the individualism/collectivism and uncertainty avoidance cultural dimensions. Based on these results, we argue that ODS’s overwhelming use of culturally incongruent advertising messages can lead to a global transformation and homogenisation of the dating culture.

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网络约会推广在不同文化中有所不同吗?51个国家在线交友网站首页广告的跨文化分析

这项研究扩展了我们对在线约会的新背景下文化对广告的影响的理解。世界各地的人们开始依赖在线约会服务(ODSs)来参与约会过程。由于约会的规范和期望受到一个国家文化价值观的影响，我们期望在线旅行社调整其广告信息，使其与这些价值观相一致。使用Pollay-Hofstede框架，我们研究了来自51个国家的1003名ODSs使用的广告诉求与这些国家的文化维度之间的关系。结果表明，ODS广告迎合了人们对关系、友谊、娱乐、性、地位、设计和身份的需求。这些诉求的使用仅与个人主义/集体主义和不确定性回避文化维度一致。基于这些结果，我们认为ODS大量使用与文化不一致的广告信息可能导致约会文化的全球转变和同质化。

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来源期刊

Journal of Creative Communications COMMUNICATION-

CiteScore

2.70

自引率

26.70%

发文量

期刊介绍： The Journal of Creative Communications promotes inquiry into contemporary communication issues within wider social, economic, marketing, cultural, technological and management contexts, and provides a forum for the discussion of theoretical and practical insights emerging from such inquiry. The journal encourages a new language of analysis for contemporary communications research and publishes articles dealing with innovative and alternate ways of doing research that push the frontiers of conceptual dialogue in communication theory and practice. The journal engages with a wide range of issues and themes in the areas of cultural studies, digital media, media studies, technoculture, marketing communication, organizational communication, communication management, mass and new media, and development communication, among others. JOCC is a double blind peer reviewed journal.