PT  - JOURNAL ARTICLE
AU  - Benmamoun, Mamoun
AU  - Singh, Nitish
AU  - Sobh, Rana
TI  - How Advertisers Can Target Arab E-Consumers More Effectively
AID  - 10.2501/JAR-2019-022
DP  - 2019 Jun 01
TA  - Journal of Advertising Research
PG  - 171--184
VI  - 59
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/59/2/171.short
4100  - http://www.journalofadvertisingresearch.com/content/59/2/171.full
SO  - J Advert Res2019 Jun 01; 59
AB  - The growth and emergence of Arab e-commerce has garnered attention from e-commerce giants such as Amazon, but little has been written in the academic advertising literature. The current study enriches the advertising literature by investigating the importance of localizing and culturally customizing digital media in the context of Arabic e-consumers. The conceptual and managerial contribution of the study is explicated in its theoretically derived and empirically tested framework for localizing digital advertising and marketing content for Arabic e-consumers. The findings' generalizability is bolstered by triangulation of methods and the use of samples from Qatar and the United Arab Emirates.