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Content Dimensions Of Web Advertising: A Cross-National Comparison Between United States And Thailand, Kuntida Traiwanatham
Content Dimensions Of Web Advertising: A Cross-National Comparison Between United States And Thailand, Kuntida Traiwanatham
Theses Digitization Project
The purpose of this study was to determine whether and how web advertising differs across countries of diverse cultures (between U.S. and Thailand) in such areas as creative appeal used, the amount and type of information contained, and selected descriptive characteristics that are unique to this relatively new medium.