Global Viral Advertising Content:- A Cross Cultural Framework

What is it about?

The study analysed the content of global advertisements to explore the dominating factors in the ad content which makes them viral across the globe. Survey was conducted online amongst the respondents of Indian and American origin, for measuring the effectiveness of the dominating elements on brand attitude and respondents intentions to purchase the advertised brand and to share the corresponding advertisements.

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Why is it important?

The Global Viral Advertisements offer opportunity to the international advertisers to reach target consumers with varying degree of standardization. Hence, the findings of the study provide practical implications to the international advertising practitioners who may wish to customise their advertising content in compliance with the uniqueness of culture in different countries.