How advertisers can target Arab e-consumers more effectively: A framework for localizing digital advertising and marketing content to Arab e-consumers

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.

MANAGEMENT SLANT

  • Arab e-consumers’ preferences and purchase intentions relate significantly to the functional and sociocultural aspects of the digital content, primarily customer support, security, privacy, navigational aids, visual marketing, and cultural markers conforming with religious and dietary principles.
  • Marketers and advertisers should use digital advertising and other digital content that reflects local cultural values and markers as advertising media to achieve better responses from online users.
  • The theoretically derived and empirically tested framework for Arabic digital-media localization can help managers localize their digital advertising and marketing for Arabic e-consumers.

INTRODUCTION

Research has established that...

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