Date of Award

2008

Degree Type

Dissertation

Department

Nance College of Business Administration

First Advisor

Cutler, Bob

Subject Headings

Electronic data interchange, Internet marketing, Electronic commerce, Web site communications, Cross-national, Content analysis, Standardization

Abstract

Despite the trend toward increased marketing in the electronic medium, there is still a lack of comprehensive research. Especially noteworthy is the lack of research on equivalence of electronic information across both industries and national boundaries. The literature is replete with findings from studies surrounding consumer and B2B goods advertising promoted through print and TV mediums however, this study suggests that previous findings and methods may not be directly transferrable to service advertisers in an electronic medium. The specific design characteristics inherent with the web medium combined with the inherent limitations surrounding cultural indices suggest that new methods and measures are required. This study proposes that a newly developed one-dimensional construct that incorporates socioeconomic, media, and technology variables can be applied to better evaluate differences in web-based information content. It is suggested that this new indicator can support a clearer and more systematic procedure for use in cross-national communication studies than previously used methods

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