Thoughts on cross-cultural advertising research in 2023

Abstract

Cross-cultural advertising research has long been a topic of interest. as the global economy has seen increased interaction and over the past several decades, the study of advertising in an international and/or global context remains important. Yet, it seems that research on international aspects of advertising has slowed down (see Ford, Mueller, and Mueller 2023 for a historical analysis of iJa papers on the topic). there are a few different reasons for this. i’d like to focus on four reasons why i believe fewer cross-cultural advertising studies are being published and offer some potential avenues for future research that would be of interest to the International Journal of Advertising.