The effect of culture on customers’ attitudes toward Facebook advertising: the moderating role of gender

Abstract

Purpose This paper aims to investigate the impact of Hofstede’s cultural factors on customers’ attitudes toward Facebook advertising through the moderating role of gender. Design/methodology/approach This study used the quantitative method and the research tool was a questionnaire, comprising 38 items, which was distributed in Jordan. A total of 404 correctly completed questionnaires were returned. In total, 187 of the respondents were women and 217 men. Multiple regression analysis was conducted to test the research hypotheses. Findings The results of the current study revealed that differences in each dimension have varied impacts on consumers’ attitudes. From the perspective of individualism, it appears that individualistic customers tend to make their own decisions and are less susceptible to influence from others. Also, uncertainty avoidance can negatively impact attitudes toward Facebook advertising due to a lack of trust. In addition, this study investigates differences in attitudes toward Facebook advertising based on gender. The null hypothesis test is statistically rejected and the alternate hypothesis test is statistically accepted for gender role as the moderating variable. Originality/value This is the first study that examines the impact of Hofstede’s cultural factors on customers’ attitudes toward Facebook advertising through the moderating role of gender in Jordan. Also, the study clarifies the importance of culture and gender differences as important factors affecting marketing strategy. Moreover, the study’s result can add more value to international companies to understand culture differences among customers with an international scope.