CULTURAL DIVERSITY VERSUS EFFECTIVE INTERNATIONAL ADVERTISING: A CASE STUDY OF NIGERIA AND GHANA

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Authors: Ogude Samuel Ogbemuvire;    Oscar Odiboh; Sanco Oghenerunor Alexander;    Akpoguma Nyerhovwo;    Enamotor Simon Joy;    Abizor Henry;    Abada Oghenemaro Rupert;    Omokri Oghenekevwe Jacintha; Simon, Edidiong Etim

Published: August 12, 2026

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Abstract

This research examined the effect of cultural diversity on international advertising by exploring how cultural differences influence the effectiveness of advertising campaigns for products and services across international markets. Specifically, the study investigated how cultural values, beliefs, language, and consumer preferences shape the way audiences perceive, interpret, and respond to advertising messages. It also examined how cultural diversity influences consumers' preferences for products and services and their purchasing decisions. The study adopted a mixed-methods approach, combining both qualitative and quantitative research methods. A survey research design was employed, while questionnaires served as the primary instrument for data collection. In addition, descriptive and comparative research designs were used to analyse and compare consumer responses across different cultural settings. Nigeria and Ghana were selected as the case study countries, providing a basis for examining how cultural diversity affects the effectiveness of international advertising in two distinct African markets.

Keywords
Advertising Culture Consumers diversity
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Ogude Samuel Ogbemuvire;    Oscar Odiboh;  Sanco Oghenerunor Alexander;    Akpoguma  Nyerhovwo;    Enamotor Simon Joy;    Abizor Henry;    Abada Oghenemaro Rupert;    Omokri  Oghenekevwe Jacintha; Simon, Edidiong Etim. "CULTURAL DIVERSITY VERSUS EFFECTIVE INTERNATIONAL ADVERTISING: A CASE STUDY OF NIGERIA AND GHANA." 
DELSU Journal of Communication and Media Studies, 
vol. 1, no. 1, pp. XX-XX, 2026.
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Journal Information
  • Journal: DELSU Journal of Communication and Media Studies
  • ISSN: XXXX-XXXX
  • Publisher: Delta State University Abraka
  • Country: Nigeria
  • Language: English
  • Access: Open Access
Issue Information
Delsu Journal of Communication and Media Studies

Volume 1, Issue 1

2026

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URL: https://delsujcms.org/article/cultural-diversity-versus-effective-international-advertising-a-case-study-of-nigeria-and-ghana
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