Purpose – This study attempts to identify the brand personality dimensions that American firms intend to create in the mind of online consumers by using “forms of online communications” partially based on Ghose and Dou's earlier study. Design/methodology/approach – The operational...

Purpose – The purpose of this paper is to examine recent patterns and developments in the literature on cross‐cultural advertising research. Design/methodology/approach – Citation analysis was performed for cross‐cultural advertising articles published in major marketing and business...

Purpose – The primary aim of this article is to identify theoretical foundations that can be used in research on social media in the context of international advertising research. An additional objective is to identify future research directions for theory building in this research area....

Purpose – This study aims to identify distinct online media user segments on the basis of three media theories, namely media displacement theory, media complementarity theory and media richness theory. Design/methodology/approach – A large‐scale, mobile‐based web survey was conducted in...