Cameroonian Consumers' Attitude towards Tv Advertising Form and Content

HADJI Mohamadou Adamou ()
Additional contact information
HADJI Mohamadou Adamou: Department of International Economic IRIC/University of Yaounde II - Cameroon Author-2-Name: KUATE KAMGA Sangeniss Leblanc Author-2-Workplace-Name: Department of Marketing and Management FSEG/University of Dschang - Cameroon Author-3-Name: Author-3-Workplace-Name: Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:

GATR Journals from Global Academy of Training and Research (GATR) Enterprise

Abstract: "Objective - The research focuses on analysing the TV advertising in an environment dominated by social networks and its ever-increasing cost in order to evaluate the influence of its content and form on consumer attitudes in Cameroon. Methodology/Technique - A survey was conducted with a convenience sample of 337 individuals in the cities of Douala, Yaound�, and Maroua. Principal component analysis and multiple linear regression were used to assess the results. Findings - The results reveal the significant influence of the content (character and language) and even the form (traditional advertising and placement) of television advertising on consumer attitudes. Novelty - It contributes to the development of the study of television advertising in relation to the attitude of the consumers in Cameroon by integrating the content and form aspect. Type of Paper - Empirical."

JEL-codes: D1 M31 M37 (search for similar items in EconPapers)
Pages: 14
Date: 2021-09-30
New Economics Papers: this item is included in nep-cul and nep-sea
References: View references in EconPapers View complete reference list from CitEc
Citations:

Published in Journal of Management and Marketing Review, Volume 6, Issue3

Downloads: (external link)
http://gatrenterprise.com/GATRJournals/JMMR/pdf_fi ... ADJI%20Mohamadou.pdf (application/pdf)
http://gatrenterprise.com/GATRJournals/online_submission.html

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gtr:gatrjs:jmmr279

DOI: 10.35609/jmmr.2021.6.3(3)

Access Statistics for this paper

More papers in GATR Journals from Global Academy of Training and Research (GATR) Enterprise
Bibliographic data for series maintained by Prof. Dr. Abd Rahim Mohamad ().