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Effects Of Cultural Holidays On Online Shopping And Advertising: A Comparative Study Between Usa And India, Manikanta Gattu
Effects Of Cultural Holidays On Online Shopping And Advertising: A Comparative Study Between Usa And India, Manikanta Gattu
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ABSTRACT
In cultural holidays, an exponential increase in sales in online platforms as compared to sales during the regular season is expected. This study aims to compare the effect of cultural holidays on online shopping and advertising in India and USA in 2023. According to Hofstede’s second dimension regarding Individualism and Collectivism, most of the US people take shopping decisions individually and whereas in India people will take suggestions from others and collectively shop online. Research questions are: (Q1) How do cultural holidays effect online shopping in USA as compared to India? (Q2) How do different cultural holidays affect Online …