Exploring cultural context congruency in television: a conceptual framework for assessing the impact of media context on advertising effectiveness in an emerging market

Claire Grant, Arlene Bailey and Alphonso Ogbuehi

International Journal of Business and Emerging Markets, 2017, vol. 9, issue 2, 174-191

Abstract: This paper develops a conceptual framework on how specific elements of media context impact advertising effectiveness in the television environment. The origin (local or foreign) of television programming is a specific element of media context that is incorporated in the framework. The concept of cultural context congruence is introduced to develop a rationale for further research into how the cultural origin of television programming, whether it is local or foreign, has a bearing on advertising effectiveness based on programme and advertisement context congruency as decoded by audiences. Audience attitude theory and the schema-congruity framework are employed to help define the impact of the cultural context congruence on advertising effectiveness.

Keywords: media context; advertising effectiveness; cultural context congruity; audience attitudes; schema-congruity framework; television; tv programming; emerging markets. (search for similar items in EconPapers)
Date: 2017
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