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 theoretically derived and empirically tested framework for localizing digital advertising and marketing content for Arabic e-consumers. The findings generalizability is bolstered by triangulation of methods and the use of samples from Qatar and the United Arab Emirates.