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Reflections of high- and low-context marketing communication styles in YouTube video ads : A comparative study of FMCG companies in Finland and India

Mahmud, Tareque (2024-08-30)

 
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Master´s Thesis Tareque Mahmud 2024 (3.532Mb)
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Mahmud, Tareque
30.08.2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2024083067570
Tiivistelmä
Understanding intercultural communication is important because modern technology has made it easier for people to communicate across border in the blink of an eye. Failure to communicate effectively can lead to misunderstandings and misinterpretations, resulting in lost customer, lost business and lost opportunities. This study explores the cultural communication styles embedded in YouTube video ads in the Fast-Moving Consumer Goods (FMCG) sector, comparing Finland and India. By following Hofstede´s individualism vs. collectivism dimension and Hall’s high- and low-context cultural theory, the research investigates how these cultural frameworks influence online video advertising strategies in these countries.

A content analysis was conducted on 60 YouTube advertisements, with 30 ads from each country representing a range of FMCG categories. The analysis focused on identifying and quantifying specific attributes associated with high- and low-context communication. The study tested four hypotheses, predicting the prevalence of low-context communication in Finnish ads and high-context communication in Indian ads, as well as comparing the relative frequency of these communication styles between the two countries.

The findings support the hypotheses, revealing that Finnish ads predominantly feature low-context attributes, such as explicit product demonstrations and other direct communication styles, which align with Finland’s individualistic cultural orientation. In contrast, Indian ads were found to frequently incorporate high-context attributes, including drama, entertainment, and other indirect communication strategies, reflecting the country’s collectivistic and high-context cultural communication styles. Interestingly, the analysis also uncovered instances of crossover, where Finnish ads employed some high-context elements and Indian ads included low-context features, suggesting a degree of cultural blending in advertising strategies.

However, the study has limitations, including its focus on a single advertising platform (YouTube) and the analysis of ads in only one language (Hindi) for the Indian sample, which may not fully capture the diversity of the country’s advertising landscape. Future research is recommended to explore advertising strategies across multiple digital platforms and a broader linguistic spectrum.
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