A Content Analysis of Korean and Egyptian Websites in the regard of Online Advertising

Abstract

Internet usage around the world witnessed a rapid increase which led organizations to establish web presence. Various businesses establish websites to enhance its image and build long term relationships with their customers. Different cultures and adopted technology level may affect organizations’ websites and their characteristics. Therefore, it is important to understand the general practices of organizations coordinating their websites and understand how websites vary in their approach and characteristics across different cultures. A content analysis of 100 Egyptian and Korean website homepages was conducted. Coders analyzed the websites in terms of specific features were determined according to culture and technology impact. They looked also at online ad formats were featured on all websites. The study results found that most of the websites posted contact information especially digital contact information like email address and SNS. Banners were found to be the most common ad format featured on the websites but Korean websites used them more than Egyptian websites did. Korean websites provided more convenient tools like FAQ and mobile apps more than Egyptian websites did. According to trust and security issues in short-term oriented society like Egypt, Egyptian websites did not provide the online purchase or deal feature while, most of Korean websites featured it. Findings of the study proved that culture and the Internet usage level had a significant effect on website characteristics and features.