Advertising, technology, and the digital divide: A global perspective

Abstract

The primary purpose of this paper is to examine the digital divide so advertisers recognize opportunities, threats, and responsibilities in their use of the Internet to promote goods and services worldwide. Through data collected by a variety of international organizations and in cooperation with the United Nations, this research explores the diffusion of information and communications technology within the context of vast socioeconomic inequalities across and inside nations. The paper opens with a brief discussion of the impact of the technological revolution on advertising, followed by a look at the digital divide. Data descriptions are presented in the next section, along with findings that provide regional comparisons. The paper closes with implications for advertising practice as well as global policy.

Citation

Paul Hill, R. and Kathy Dhanda, K. (2002), "Advertising, technology, and the digital divide: A global perspective", Taylor, C.R. (Ed.) New Directions in International Advertising Research (Advances in International Marketing, Vol. 12), Emerald Group Publishing Limited, Leeds, pp. 175-193. https://doi.org/10.1016/S1474-7979(02)12026-6