Buzz marketing in social networks is often seen by announcers as an opportunity to reach the biggest audience. However, the risk of failure of buzz campaigns proves not to be negligible and its consequences may be serious for the company. In order to succeed in such buzz campaigns, this research...

While marketing activities increasingly involve personalizing product offers to individually elicited preferences, these unique specifications may not be universally important for product choice. Providing evidence of the limits of treating each customer differently, three experiments show that...

In this article we test the relationship between indicators of acculturation (language, media, self-identifi cation, religion, food and clothing) and nostalgia. It checks empirically, on a sample of 201, the existence of a signifi cant effect between our independent variables and our dependent...

Cutting advertising budgets has traditionally been a popular reaction by companies around the globe when faced with a slacking economy. Still, anecdotal evidence suggests the presence of considerable cross-country variability in the cyclical sensitivity of advertising expenditures. We conduct a...

Typical Website design varies across cultures. There are still few studies that explore characteristics of a Web site perceived as culturally congruent with Arab target populations. The objective of this paper is to identify the cultural characteristics employed on Tunisian Web sites. The...

The purpose of this study was to determine the motives, the brakes and the ways of using Social Networking Sites (SNS) based on dimensional models that describe national cultural values explaining and predicting behavior. The study used a qualitative method, we conducted face-to-face in-depth...

Ever since Levitt's (1983) article The Globalization of Markets, in which he claimed that marketing can be standardised across cultures, the debate whether or not marketing, and advertising in particular, can truly be standardised has divided both practitioners and researchers in the field....

Cultural proximity increases bilateral trade flows through a trade-cost and a bilateral-affinity (preferences) channel. Conventional measures of cultural proximity, such as common language, common religion, etc., do not allow to separately quantify those channels empirically. We argue that...

We establish an inverse relationship between family ties, generalized trust and political participation. The more individuals rely on the family as a provider of services, insurance, transfer of resources, the lower is civic engagement and political participation. The latter, together with...

This paper studies the role of culture in shaping unemployment outcomes. The empirical analysis is based on local comparisons across a language barrier in Switzerland. This Röstigraben separates cultural groups, but neither labor markets nor political jurisdictions. Local contrasts across the...