How Advertisers Can Target Arab E-Consumers More Effectively
Abstract
ABSTRACT
The growth and emergence of Arab e-commerce has garnered attention from e-commerce giants such as Amazon, but little has been written in the academic advertising literature. The current study enriches the advertising literature by investigating the importance of localizing and culturally customizing digital media in the context of Arabic e-consumers. The conceptual and managerial contribution of the study is explicated in its...Paper Details
Title
How Advertisers Can Target Arab E-Consumers More Effectively
Published Date
Jun 1, 2019
Volume
59
Issue
2
Pages
171 - 184
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