The digital ecosystem makes entry into foreign markets easier and provides new ways for consumers to engage with marketing materials (through content clicking, sharing, and electronic word-of mouth behavior). While there is emerging evidence that between-country cultural differences may impact digital consumer engagement (particularly eWOM), we know far less about its impact on online advertising clicking and sharing engagement or how within-country cultural variation (tightness/looseness) moderates this activity. In this study we develop and test the notion that cultural differences between- and within-countries lead to variations in digital consumer engagement, especially clicking and sharing behavior. Based on industry data provided by a programmatic advertising firm, we find support for the idea that between-country differences in national cultural values impact digital engagement, and that within-country cultural variation moderates these relations. In this way we provide new insights for researchers and managers about international marketing in the digital age.

数字生态系统使进入国外市场更加容易，并为消费者提供了与营销材料互动的新方式（通过内容点击，共享和电子口碑行为）。尽管有新的证据表明国家间的文化差异可能会影响数字消费者的参与度（尤其是eWOM），但我们对其数字广告对在线广告点击和共享参与度的影响以及国家内部文化差异（紧密度/松散度）如何缓和这项活动的了解却很少。 。在这项研究中，我们发展并检验了国家之间和国家内部的文化差异会导致数字消费者参与度（尤其是点击和分享行为）发生变化的观念。根据程序化广告公司提供的行业数据，我们发现以下观点的支持：国家间文化价值的国家间差异会影响数字互动，而国家内部文化差异会缓和这些关系。通过这种方式，我们为研究人员和管理人员提供了有关数字时代国际营销的新见解。