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INFLUENCE OF CULTURE ON PUBLIC’S REACTIONS TO H&M, DOVE, AND NIVEA’S MEDIA CAMPAIGNS IN THE UNITED STATES AND NIGERIA
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.
Keywords: Global Public Relations, Influence of Culture, Media Campaigns, Case Study
Analysis, Image Restoration Theory