The impact of culture on advertising appeals in mobile phone industry: a study of social video advertising in UK, Brasil, India and Poland

International social media advertising research in emerging markets is called for investigation. Thus, this study explores the impact of culture on advertising appeals in mobile phone industry via social video channel in UK, Poland, Brazil and India. Hofstede model (1980, 2001), Pollay model (1983) and social video users & gratifications are used as primary theoretical frameworks. The exploratory research approach is utilized. More particularly, semiology and content analysis research methodology are employed. The empirical data is based on advertisements of the main channels of Samsung and Nokia in YouTube. The findings indicate that culture does influence on advertising appeals in social video channels. However, the results do not support Hofstede cultural framework assumptions. It shows more correlation with Okazaki’s view about desired and desirable value paradox. This requires further research. Moreover, social video channel plays significant role because the most frequent appeals in four countries are linked with this channel. The study also sheds light to managerial implications for international social video advertising. It suggests that advertiser should establish contingency between emotion and brands. Advertisers should highlight emotional appeals but also nourish brand memory. Information is integrated to describe product functions and benefits in mobile phone industry and in emerging markets where consumers are still unfamiliar with new mobile phone characteristics and advantages.