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,...
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