Cross-Cultural Advertising in Southeast Asia: Market Trends, Digital Engagement, and Cultural Adaptation
DOI:
https://doi.org/10.61978/communica.v2i2.774Keywords:
Cross-Cultural Advertising, Southeast Asia, High-Context Communication, Cultural Adaptation, Mobile-First Strategy, Digital Marketing, LocalizationAbstract
This study aims to analyze cross-cultural advertising in Southeast Asia (SEA) between 2019 and 2024, with particular attention to market growth, digital engagement, and cultural adaptation strategies that influence advertising effectiveness. A mixed qualitative-quantitative approach was employed, relying on secondary data from Mordor Intelligence, EMARKETER, and Campaign Asia. Theoretical frameworks from Hofstede’s cultural dimensions, Hall’s high/low context theory, and postcolonial perspectives were applied to interpret advertising practices. Findings indicate that campaigns integrating local languages, regional influencers, and visual storytelling outperform standardized global content. Mobile-first strategies aligned with cultural values increase engagement, while high-context communication enhances message retention. Personalized mobile content and culturally embedded apps strengthen consumer trust and loyalty. The study concludes that cultural adaptation is essential for effective advertising in SEA. Inclusive and culturally attuned strategies foster stronger brand loyalty and higher conversion rates. The insights provide practical guidance for marketers operating in the region’s competitive and diverse digital markets.
References
Abuhashesh, M., Alshurideh, M. T., Ahmed, A., Sumadi, M. A., & Masa’deh, R. (2021). The Effect of Culture on Customers’ Attitudes Toward Facebook Advertising: The Moderating Role of Gender. Review of International Business and Strategy, 31(3), 416–437. https://doi.org/10.1108/ribs-04-2020-0045 DOI: https://doi.org/10.1108/RIBS-04-2020-0045
Agarwal, D., & Nath, S. (2023). What’s Real and What’s Fake: A Study on the Use of Deep Fake Technology in Advertising. Management Journal for Advanced Research, 3(1), 15–20. https://doi.org/10.54741/mjar.3.1.3 DOI: https://doi.org/10.54741/mjar.3.1.3
Aguirre, E., Mahr, D., Grewal, D., Ruyter, K. d., & Wetzels, M. (2015). Unraveling the Personalization Paradox: The Effect of Information Collection and Trust-Building Strategies on Online Advertisement Effectiveness. Journal of Retailing, 91(1), 34–49. https://doi.org/10.1016/j.jretai.2014.09.005 DOI: https://doi.org/10.1016/j.jretai.2014.09.005
Al-Hasan, S., Thomas, B., & Al‐Marri, M. J. (2022). An Investigation of Cultural Factors in the Marketing and Advertising of Small and Medium-Sized Enterprises (SMEs) in the Gulf Co-Operation Council (GCC) Countries. International Journal of Scientific Advances, 3(3). https://doi.org/10.51542/ijscia.v3i3.28 DOI: https://doi.org/10.51542/ijscia.v3i3.28
Arnold, M., Schmidbauer, E., & Zhang, L. (2021). Uniform and Targeted Informative Advertising With Asymmetric Customer Loyalty. Journal of Economics & Management Strategy, 31(1), 90–114. https://doi.org/10.1111/jems.12447 DOI: https://doi.org/10.1111/jems.12447
Barile, D., Pontrelli, V., & Posa, M. (2023). How Can I Fund You?: A Cross-Cultural Analysis on the Diffusion of Reward-Based Crowdfunding Activities. Drustveni Horizonti, 3(6), 21–48. https://doi.org/10.5937/drushor2306021b DOI: https://doi.org/10.5937/drushor2306021B
Bowman, D. D., Minaker, L. M., Simpson, B., & Gilliland, J. (2019). Development of a Teen-Informed Coding Tool to Measure the Power of Food Advertisements. International Journal of Environmental Research and Public Health, 16(21), 4258. https://doi.org/10.3390/ijerph16214258 DOI: https://doi.org/10.3390/ijerph16214258
Calabrese, A., Capece, G., Costa, R., & Pillo, F. D. (2015). Global Market and Commercials: Understanding Cultural Diversities. Knowledge and Process Management, 22(3), 167–179. https://doi.org/10.1002/kpm.1472 DOI: https://doi.org/10.1002/kpm.1472
Chakraborty, U. K. (2023). Investigating the Effectiveness of Cross-Cultural Advertising Strategies: A Comprehensive Analysis. https://doi.org/10.22541/au.169873147.78141063/v1 DOI: https://doi.org/10.22541/au.169873147.78141063/v1
Chang, C. L., & Wu, S. (2023). The Correlation Between Hofstede’s Cultural Dimensions and COVID-19 Data in the Early Stage of the COVID-19 Pandemic Period. Healthcare, 11(16), 2258. https://doi.org/10.3390/healthcare11162258 DOI: https://doi.org/10.3390/healthcare11162258
Demangeot, C., Broderick, A. J., & Craig, C. S. (2015). Multicultural Marketplaces. International Marketing Review, 32(2), 118–140. https://doi.org/10.1108/imr-01-2015-0017 DOI: https://doi.org/10.1108/IMR-01-2015-0017
Duan, J. (2023). Investigating the Impact of Cross-Cultural Adaptability on the Academic and Social Experiences of International Students in Bioethics Education. Journal of Commercial Biotechnology, 28(1). https://doi.org/10.5912/jcb1324 DOI: https://doi.org/10.5912/jcb1324
Elemam, S. M., & Saide, A. (2023). A Critical Perspective on Education Across Cultural Differences. Research in Education and Rehabilitation, 6(2), 166–174. https://doi.org/10.51558/2744-1555.2023.6.2.166 DOI: https://doi.org/10.51558/2744-1555.2023.6.2.166
Gerlach, P., & Eriksson, K. (2021). Measuring Cultural Dimensions: External Validity and Internal Consistency of Hofstede’s VSM 2013 Scales. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.662604 DOI: https://doi.org/10.3389/fpsyg.2021.662604
Guenther, P., & Guenther, M. (2018). Isolating the Value-Relevant Part of Advertising Spending. European Journal of Marketing, 52(7/8), 1625–1650. https://doi.org/10.1108/ejm-02-2017-0114 DOI: https://doi.org/10.1108/EJM-02-2017-0114
Gupta, S., Starr, M. K., Farahani, R. Z., & Matinrad, N. (2016). Disaster Management From a POM Perspective: Mapping a New Domain. Production and Operations Management, 25(10), 1611–1637. https://doi.org/10.1111/poms.12591 DOI: https://doi.org/10.1111/poms.12591
Hovland, O. J., Hole, A. F., Chiduo, M. G., & Johannessen, B. (2021). Cross-Cultural Collaboration in Health Campaigns in Tanzania: A Qualitative Study. https://doi.org/10.21203/rs.3.rs-587340/v1 DOI: https://doi.org/10.21203/rs.3.rs-587340/v1
Hughes, M. Ü., Stovall, T., Pehlivan, E., & Cardona, R. (2019). Strategic Target Marketing Considerations and Implications for the US Hispanic Market. JCMS, 3(2), 152. https://doi.org/10.69554/injb1268 DOI: https://doi.org/10.69554/INJB1268
Jiang, Z., Mei, S., & Zhong, W. (2015). Bidirectional Role of Accuracy and Recognition in Internet-Based Targeted Advertising. Journal of Electronic Commerce in Organizations, 13(1), 50–66. https://doi.org/10.4018/jeco.2015010104 DOI: https://doi.org/10.4018/jeco.2015010104
Kahn, M. G., Callahan, T. J., Barnard, J., Bauck, A., Brown, J. S., Davidson, B. N., Estiri, H., Goerg, C., Holve, E., Johnson, S., Liaw, S., Hamilton-Lopez, M., Meeker, D., Ong, T. C., Ryan, P., Shang, N., Weiskopf, N. G., Weng, C., Zozus, M., & Schilling, L. M. (2016). A Harmonized Data Quality Assessment Terminology and Framework for the Secondary Use of Electronic Health Record Data. Egems (Generating Evidence & Methods to Improve Patient Outcomes), 4(1), 18. https://doi.org/10.13063/2327-9214.1244 DOI: https://doi.org/10.13063/2327-9214.1244
Kipnis, E., Demangeot, C., Pullig, C., Cross, S. N. N., Cui, C., Galalae, C., Kearney, S., Licsandru, T. C., Mari, C., Ruiz, V. M., Swanepoel, S., Vorster, L., & Williams, J. D. (2021). Institutionalizing Diversity-and-Inclusion-Engaged Marketing for Multicultural Marketplace Well-Being. Journal of Public Policy & Marketing, 40(2), 143–164. https://doi.org/10.1177/0743915620975415 DOI: https://doi.org/10.1177/0743915620975415
Kirkman, B. L., Lowe, K. B., & Gibson, C. B. (2016). A Retrospective on Culture’s Consequences: The 35-Year Journey. Journal of International Business Studies, 48(1), 12–29. https://doi.org/10.1057/s41267-016-0037-9 DOI: https://doi.org/10.1057/s41267-016-0037-9
Linsley, P., & Shrives, P. (2014). Douglasian Cultural Dialogues and the Financial Reporting Council Complexity Project. Critical Perspectives on Accounting, 25(8), 757–770. https://doi.org/10.1016/j.cpa.2013.08.010 DOI: https://doi.org/10.1016/j.cpa.2013.08.010
Liu, H. (2023). Cultural Influence on Consumer Behavior: Strategies for Adapting Marketing Campaigns in a Globalized World. Int. J. Educ. Humanit. Soc. Sci., 1(1), 1–9. https://doi.org/10.70088/k7dj3y16 DOI: https://doi.org/10.70088/k7dj3y16
Maani, N., Bertscher, A., Critchlow, N., Fitzgerald, N., Knai, C., Stead, M., & Petticrew, M. (2019). Recruiting the “Heavy-Using Loyalists of Tomorrow”: An Analysis of the Aims, Effects and Mechanisms of Alcohol Advertising, Based on Advertising Industry Evaluations. International Journal of Environmental Research and Public Health, 16(21), 4092. https://doi.org/10.3390/ijerph16214092 DOI: https://doi.org/10.3390/ijerph16214092
Mahdavi, A., Tagizadeh, M., & Ahmadi, R. (2022). Investigating the Effect of Advertising on Attracting Customers of Sports Clubs in Karaj City. Journal of Economics and Technology Research, 3(4), p1. https://doi.org/10.22158/jetr.v3n4p1 DOI: https://doi.org/10.22158/jetr.v3n4p1
Majeed, Z. (2021). Social Media for Social Change: Developing Social Media Strategies to Influence Negative Cultural Assumptions. https://doi.org/10.32920/ryerson.14651568.v1 DOI: https://doi.org/10.32920/ryerson.14651568
Makarov, A., & Vasilyeva, Ya. S. (2020). Communication Effectiveness of SMM for Small and Medium-Sized Enterprises (A Case Study of Advertising Publications in Social Networks). Bulletin of Udmurt University Series Economics and Law, 30(5), 654–662. https://doi.org/10.35634/2412-9593-2020-30-5-654-662 DOI: https://doi.org/10.35634/2412-9593-2020-30-5-654-662
Malchyk, M., & Adasiuk, I. (2021). Advertising in the Internet: Theoretical Analysis and Features. Journal of Lviv Polytechnic National University Series of Economics and Management Issues, 5(1), 75–85. https://doi.org/10.23939/semi2021.01.075 DOI: https://doi.org/10.23939/semi2021.01.075
Marn, V. (2021). Cross-Cultural Advertising Campaigns and the Translation of Humour. https://doi.org/10.32920/ryerson.14655207 DOI: https://doi.org/10.32920/ryerson.14655207
Minkov, M., & Kaasa, A. (2020). A Test of Hofstede’s Model of Culture Following His Own Approach. Cross Cultural & Strategic Management, 28(2), 384–406. https://doi.org/10.1108/ccsm-05-2020-0120 DOI: https://doi.org/10.1108/CCSM-05-2020-0120
Mohammad, V. M. (2020). Consumer Trust Towards Content Marketing of Food &Amp; Beverage Businesses on Instagram: Empirical Analysis of Taiwanese and Singaporean Consumers. International Journal of Business and Administrative Studies, 6(2). https://doi.org/10.20469/ijbas.6.10002-2 DOI: https://doi.org/10.20469/ijbas.6.10002-2
Mosa, R. A. (2022). The Role of Celebrity Endorsements in Breaking Advertising Clutter and Reducing Advertising Avoidance on Social Media Networks. International Research Journal of Management It and Social Sciences, 9(1), 203–220. https://doi.org/10.21744/irjmis.v9n1.2010 DOI: https://doi.org/10.21744/irjmis.v9n1.2010
Nathan, G. (2015). A Non-Essentialist Model of Culture. International Journal of Cross Cultural Management, 15(1), 101–124. https://doi.org/10.1177/1470595815572171 DOI: https://doi.org/10.1177/1470595815572171
Olaniran, B. A. (2018). Social Media as Communication Channel in Emerging Economies: A Closer Look at Cultural Implications. Journal of Advances in Management Research, 15(2), 130–145. https://doi.org/10.1108/jamr-04-2017-0050 DOI: https://doi.org/10.1108/JAMR-04-2017-0050
Ong, Y. S., & Wang, Y. (2018). Relationship Between Organization Culture and Managers’ Performance: Empirical Study of a Chinese University. Business Ethics and Leadership, 2(2), 97–105. https://doi.org/10.21272/bel.2(2).97-105.2018 DOI: https://doi.org/10.21272/bel.2(2).97-105.2018
Park, K., & Wallace, F. (2021). Multicultural Leaders From Emerging Markets: Transforming International Acquisitions and Corporate Social Responsibility. International Journal of Emerging Markets, 17(5), 1336–1370. https://doi.org/10.1108/ijoem-01-2019-0074 DOI: https://doi.org/10.1108/IJOEM-01-2019-0074
Prabawani, B., Hadi, S. P., & Hapsari, N. R. (2020). Central Java Regional Competitiveness: The Impacts of Production Factor, Corruption, Regulation, and Infrastructure. Economics & Sociology, 13(4), 31–42. https://doi.org/10.14254/2071-789x.2020/13-4/2 DOI: https://doi.org/10.14254/2071-789X.2020/13-4/2
Pucheta‐Martínez, M. C., Álvarez, I. G., & Bel‐Oms, I. (2020). Cultural Environments and the Appointment of Female Directors on Boards: An Analysis From a Global Perspective. Corporate Social Responsibility and Environmental Management, 28(2), 555–569. https://doi.org/10.1002/csr.2065 DOI: https://doi.org/10.1002/csr.2065
Pushkar, O., & Hrabovskyi, Y. (2020). Development of Methods of Optimization and Promotion of Web Site in Search Systems. Sciencerise, 1, 23–27. https://doi.org/10.21303/sr.v0i1.1155 DOI: https://doi.org/10.21303/sr.v0i1.1155
Rahman, M., Rodríguez‐Serrano, M. Á., & Hughes, M. (2020). Does Advertising Productivity Affect Organizational Performance? Impact of Market Conditions. British Journal of Management, 32(4), 1359–1383. https://doi.org/10.1111/1467-8551.12432 DOI: https://doi.org/10.1111/1467-8551.12432
Rasool, T., Warraich, N. F., & Rorissa, A. (2019). Citizens’ Assessment of the Information Quality of E-Government Websites in Pakistan. Global Knowledge Memory and Communication, 69(3), 189–204. https://doi.org/10.1108/gkmc-03-2019-0033 DOI: https://doi.org/10.1108/GKMC-03-2019-0033
Richardson, M., Garner, P., & Donegan, S. (2016). Cluster Randomised Trials in Cochrane Reviews: Evaluation of Methodological and Reporting Practice. Plos One, 11(3), e0151818. https://doi.org/10.1371/journal.pone.0151818 DOI: https://doi.org/10.1371/journal.pone.0151818
Ruanguttamanun, C. (2023). How Consumers in Different Cultural Backgrounds Prefer Advertising in Green Ads Through Hofstede’s Cultural Lens? A Cross‐cultural Study. Global Business and Organizational Excellence, 43(1), 35–52. https://doi.org/10.1002/joe.22192 DOI: https://doi.org/10.1002/joe.22192
Rykkja, A., Munim, Z. H., & Bonet, L. (2020). Varieties of Cultural Crowdfunding. Baltic Journal of Management, 15(2), 261–280. https://doi.org/10.1108/bjm-03-2019-0091 DOI: https://doi.org/10.1108/BJM-03-2019-0091
Schinzel, U. (2018). Responsible Leadership and Corporate Social Responsibility (CSR) in Luxembourg. International Journal of Organizational Analysis, 26(3), 415–431. https://doi.org/10.1108/ijoa-09-2017-1241 DOI: https://doi.org/10.1108/IJOA-09-2017-1241
Schliemann, D., Su, T. T., Paramasivam, D., Somasundaram, S., Nor Saleha Binti Ibrahim Tamin, Dahlui, M., Loh, S. Y., & Donnelly, M. (2019). The Systematic Cultural Adaptation of a UK Public Health Cancer Awareness Raising Programme for Malaysia: The Be Cancer Alert Campaign. Translational Behavioral Medicine, 9(6), 1087–1099. https://doi.org/10.1093/tbm/ibz134 DOI: https://doi.org/10.1093/tbm/ibz134
Shah, S. Z. A., Akbar, S., Ahmad, S., & Stark, A. W. (2019). Advertising, Earnings Prediction and Market Value: An Analysis of Persistent UK Advertisers. British Journal of Management, 32(2), 283–305. https://doi.org/10.1111/1467-8551.12378 DOI: https://doi.org/10.1111/1467-8551.12378
Sharma, P., DUPARE, B. U., & Patel, R. M. (2018). Technology Adoption, Its Impact and Determinants: The Case of Soybean in Madhya Pradesh. Agricultural Economics Research Review, 31(2), 281. https://doi.org/10.5958/0974-0279.2018.00045.9 DOI: https://doi.org/10.5958/0974-0279.2018.00045.9
Silvia Spagnol Simi dos Santos, & Carvalho, C. E. (2023). The Use of Digital Data Analytics in the Performance of Advertising Campaigns: The Effect of Absorptive Capacity. Review of Business Management, 25(3), 333–352. https://doi.org/10.7819/rbgn.v25i3.4230 DOI: https://doi.org/10.7819/rbgn.v25i3.4230
Simanjuntak, T. N. (2022). Content Analysis on Facebook Posts to Test Hofstede’s Scores Consistency. Jurnal Aspikom, 7(2), 178. https://doi.org/10.24329/aspikom.v7i2.1097 DOI: https://doi.org/10.24329/aspikom.v7i2.1097
Soloviov, V. (2022). Re-Examining the Links Between Cultural Values and Innovation. Economics & Sociology, 15(2), 41–59. https://doi.org/10.14254/2071-789x.2022/15-2/3 DOI: https://doi.org/10.14254/2071-789X.2022/15-2/3
Tretyakova, O. V. (2020). Effect of the Media Environment on the Advertising Market in Russia. Media Watch, 11(4). https://doi.org/10.15655/mw/2020/v11i4/204637 DOI: https://doi.org/10.15655/mw/2020/v11i4/204637
Tsawaab, A. H. (2023). The Impact of Body Positivity in Fashion Advertising on Customer Perceptions and Purchase Intentions. International Journal of Multidisciplinary Applied Business and Education Research, 4(8), 2769–2784. https://doi.org/10.11594/ijmaber.04.08.10 DOI: https://doi.org/10.11594/ijmaber.04.08.10
Tselengidis, A., Adams, S., Freeman, B., Mostafa, A., Astuti, P. A. S., & Cranwell, J. (2023). From the International Tobacco Control Arena to the Local Context: A Qualitative Study on the Tobacco Advertising, Promotion and Sponsorship Legislative Environment in Sudan and the Challenges Characterising It. BMJ Open, 13(6), e066528. https://doi.org/10.1136/bmjopen-2022-066528 DOI: https://doi.org/10.1136/bmjopen-2022-066528
Tseng, T., Liu, M. T., & Mo, Z. (2020). Limited Edition Advertising Does Not Always Work for Luxury Brands: The Influence of Consumption Contexts. Global Fashion Management Conference, 2020, 1522–1522. https://doi.org/10.15444/gmc2020.11.05.03 DOI: https://doi.org/10.15444/GMC2020.11.05.03
Umali, E., Tanielu, H., Whittaker, R., Sugden, C., & McCool, J. (2021). I Keep Looking at What I’m Doing to My Organs: Samoans’ Responses to Adapted Anti-Tobacco Television Advertisements. Asia Pacific Journal of Public Health, 33(6–7), 721–726. https://doi.org/10.1177/10105395211020920 DOI: https://doi.org/10.1177/10105395211020920
Yousef, M., Rundle‐Thiele, S., & Dietrich, T. (2021). Advertising Appeals Effectiveness: A Systematic Literature Review. Health Promotion International, 38(4). https://doi.org/10.1093/heapro/daab204 DOI: https://doi.org/10.1093/heapro/daab204
