|Author(s): Monica Cravenetya, Satish Pai
Collection: Asia Pacific 2015 - Asia Means Business So What's New?
Keywords: Advertising Research, Brand Research, Innovation, Culture
ESOMAR Best Paper Award 2014/2015
|PDF version (download)|
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This paper exmines if marketing, advertising and social media are encouraging more individualistic expression within Indonesia (which has been traditionally conformist and affiliative), and what this means for marketers, advertisers and research.