Degree Name

MA (Master of Arts)

Program

Brand and Media Strategy

Date of Award

5-2020

Committee Chair or Co-Chairs

Susan Waters

Committee Members

Stephen Marshall, Anthony Mitchell

Abstract

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.

Document Type

Dissertation - embargo

Copyright

Copyright by the authors.

Available for download on Saturday, March 30, 2024

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