Cultural Resonance in Advertising: Audience Interaction with Culturally Embedded Campaigns in Lebanon (2022–2023)

Abstract

Advertising is increasingly recognized as a cultural practice that extends beyond persuasion to reflect collective values, identity, and social belonging (Hall, 1973; Arnould & Thompson, 2005). This study investigates the effectiveness of cultural advertising in Lebanon, focusing on Almaza’s social media campaigns during 2022–2023. By analyzing engagement data (likes, comments, shares), the research shows that ads embedding cultural symbols generate significantly higher interaction than non-cultural campaigns. Guided by encoding/decoding theory, consumer culture theory, and reception theory, the findings underscore how cultural resonance strengthens audience engagement and brand identity. The originality of this study lies in situating Lebanon—a context marked by collectivism and resilience—within global advertising scholarship. Its implications align with the UN Sustainable Development Goals, particularly SDG 8 (Decent Work and Economic Growth) and SDG 12 (Responsible Consumption and Production), by demonstrating how culturally rooted marketing can foster sustainable business practices and community cohesion.