AN EXAMINATION OF CROSS-CULTURAL DIGITAL ADVERTISING ON GLOBAL BRAND POSITIONING: A CASE STUDY OF A NIGERIAN STARTUP IN PORT HARCOURT, NIGERIA.
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Background of the study:
Cross-cultural digital advertising involves tailoring marketing communications to resonate with diverse cultural audiences, a strategy that is increasingly critical for global brand positioning. Nigerian startups in Port Harcourt are leveraging digital advertising to enter international markets by adapting content to different cultural contexts (Afolabi, 2023). Such strategies involve localizing language, imagery, and messaging to align with the cultural norms and preferences of target markets. Effective cross-cultural advertising can enhance brand perception and facilitate market penetration by demonstrating sensitivity to cultural differences. However, challenges such as misinterpretation, cultural stereotyping, and inconsistent messaging can undermine these efforts. This study examines the role of cross-cultural digital advertising in shaping global brand positioning for a Nigerian startup, evaluating how culturally tailored campaigns influence consumer perceptions and market reach (Ibrahim, 2024). The research also explores best practices and potential pitfalls in executing cross-cultural strategies, offering recommendations for enhancing global competitiveness.
Statement of the problem:
Nigerian startups face challenges in deploying cross-cultural digital advertising due to cultural misinterpretation and inconsistent localization efforts, which may dilute global brand positioning (Afolabi, 2023). These challenges hinder market expansion and reduce consumer engagement in diverse international markets, necessitating an in-depth analysis to identify effective cross-cultural advertising practices (Ibrahim, 2024).
Objectives of the study:
To examine the impact of cross-cultural digital advertising on global brand positioning.
To identify challenges in localizing advertising content.
To propose strategies for effective cross-cultural marketing.
Research questions:
How does cross-cultural digital advertising influence global brand positioning?
What challenges do startups face in localizing digital ads?
What measures can enhance cross-cultural advertising effectiveness?
Significance of the study:
This study provides insights for Nigerian startups to optimize cross-cultural digital advertising strategies, improving global brand positioning and market expansion (Ibrahim, 2024).
Scope and limitations of the study:
The study is limited to a Nigerian startup in Port Harcourt, focusing exclusively on cross-cultural digital advertising and global brand positioning.
Definitions of terms:
Cross-Cultural Digital Advertising: Tailoring marketing communications to different cultural contexts.
Global Brand Positioning: The strategic process of establishing a brand’s image in international markets.
Nigerian Startup: A newly established business originating in Nigeria.
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