Consumers' perceptions of social media advertisements
: a cross-cultural comparison among Sweden, India, and Japan.

  • Johan Wiberg
  • Joakim Månsson

    Student thesis: Bachelor


    The development of technology in the 21st century has led to extensive use of various social media platforms worldwide among consumers as well as businesses, which has led to an increased number of advertisements on social media across borders, where they may face differences regarding how their advertisement is perceived considering cultures, religions, and traditions. These cultural factors make it crucial for companies to recognize local cultural differences to succeed globally. Qualitative data collection with semi-structured interviews with fourteen participants from Sweden, India, and Japan was implemented to determine whether there are discrepancies concerning individual perceptions towards social media advertisements. The interviews were conducted by participants taking part in an artificial and recorded Facebook feed consisting of advertisements connected to four of Hofstede's dimensions, as well as pictures, and posts. The empirical findings suggest that the participants' perceptions are subjective and highly individual, but similarities could be linked to their attitude, brand recognition, imagery, and interest. In addition, when considering the Hofstede's model, it indicates that culture infuses the participants perception of the advertisements connected to all four dimensions examined in terms of femininity, masculinity, individualism, collectivism, restraint, indulgence, and power distance. However, the dimensions had less measurable effect related to national culture among the participants regarding each represented nation. With the results of this study, we hope to contribute with increased insight into how consumers based on their national culture can interpret advertisements on social media.

    Date of Award2020-May-27
    Original languageEnglish
    SupervisorFelix Terman (Supervisor) & Jens Hultman (Examiner)

    Educational program

    • Degree of Bachelor of Science in Business and Economics

    University credits

    • 15 HE credits

    Swedish Standard Keywords

    • Economics and Business (502)


    • attitudes
    • advertisement
    • imagery
    • national culture
    • perception
    • social media

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