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...