MA (Master of Arts)
Brand and Media Strategy
Date of Award
Committee Chair or Co-Chairs
Stephen Marshall, Anthony Mitchell
This study examined the significant impact of culture on global public relations practices using a case study analysis of Dove, H&M, and Nivea’s media campaigns between 2017 and 2019. The analysis was carried out through a structural comparison between the public’s reaction from the United States and Nigeria. Cultural variations between the two countries were examined, and how the variations impact GPR practices were explored. Social judgment theory, apologia, and image restoration theory were used as the theoretical frameworks alongside Hofstede’s cultural dimensions. This study demonstrates that understanding cultural dimensions as it applies to diverse countries operating in the global market can reveal how organizations can design and implement effective public relations practices across borders regardless of the existing cultural differences, which pose as a challenge.
Dissertation - embargo
Makanjuola, Olayinka, "Global Public Relations and Multinational Corporations: The Influence of Culture on Public’s Reactions to H&M, Dove, and Nivea’s Media Campaigns in the United States and Nigeria" (2020). Electronic Theses and Dissertations. Paper 3709. https://dc.etsu.edu/etd/3709
Copyright by the authors.
Available for download on Saturday, March 30, 2024