Cross-Cultural Influences on Advertising Effectiveness in Somalia

Abstract

Purpose: The aim of the study was to assess the cross-cultural influences on advertising effectiveness in Somalia.

Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.

Findings: Cross-cultural influences on advertising effectiveness highlight the intricate interplay between cultural values, norms, and consumer behavior. Studies suggest that advertisements resonating with cultural values of a target audience tend to be more effective. Cultural dimensions such as individualism-collectivism, power distance, uncertainty avoidance, and masculinity-femininity shape consumer responses to advertising messages. Additionally, factors like language, symbols, and cultural references play pivotal roles in crafting culturally relevant advertisements. However, challenges arise in navigating cultural nuances, avoiding stereotypes, and ensuring message authenticity. Successful cross-cultural advertising requires deep understanding, cultural sensitivity, and adaptation to local contexts to effectively engage diverse audiences across the globe.

Implications to Theory, Practice and Policy: Hofstede's cultural dimensions’ theory, cultural adaptation theory and acculturation theory may be use to anchor future studies on assessing the cross-cultural influences on advertising effectiveness in Somalia. Marketers should prioritize conducting rigorous cross-cultural research to understand the cultural nuances and preferences of target audiences in different markets. Policymakers should advocate for industry-wide guidelines and standards that promote cultural sensitivity in advertising practices.