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Consumers Attitude about Blog and Community Marketing Across India and Australia
Increase in the popularity of social networking and blogging sites has attracted the interest of the marketers and communication strategists, who forever are searching for new means of advertising. Advertising on these sites in the developed economies has been very successful and has led to increase...
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| Format: | Journal Article |
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Abhigyan
2012
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| Summary: | Increase in the popularity of social networking and blogging sites has attracted the interest
of the marketers and communication strategists, who forever are searching for new means
of advertising. Advertising on these sites in the developed economies has been very
successful and has led to increased positive recall and word of mouth advertising.
Companies motivated by their success are duplicating the same models across social
networking sites targeting different cultures and countries. It is in this backdrop that the
current study was undertaken, with the objective to examine, if marketing on sites such as
social communities and blogs, is perceived similarly and positively by the consumers
across cultures. Furthermore, was it advisable for ompanies to blindly duplicate the communication model across communities and
networking sites or was adaptability suggested. To answer these question data was
collected from 80 respondents in India and 90 in Australia, by hosting the questionnaire
link on popular blogging sites and communities on networking sites. To test the
hypothesis chi square and Mann whitney tests were used. The results of the study
highlight that consumers perceive customized marketing advertisements positively on
blogs/ communities. This perception was influenced by cultural and demographic
variables. Results highlighted that traditional advertisements needed to more sensitive to
all demographic variables across cultures but online advertisements could be standardized
to some extent. Results indicated that Indian online advertisements needed to be more
sensitive to age and gender while Australian advertisements needed to be more sensitive
to Age and education. According to the study, the best way to advertise online and to get
noticed is to place the advertisement on a blog or community directed towards the target
groups’ interests, and to tailor the advertisement itself to the blog or community. This
research paper highlights the role of Cross Cultural issues on Blog and community
marketing and adds to growing base of marketing literature concerning Blogs and
communities as alternate means of marketing communication. |
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| Physical Description: | Vol 30. No. 2 (July – September 2012) |