The Role of Media Context in the Advertising Persuasion Process: A Modeling Attempt among Children

Fatma BESBES Khouaja () and Neji Bouslama ()
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Fatma BESBES Khouaja: URAM-FSEG, Tunisia / CIME – IAE–CAEN
Neji Bouslama: URAM, FSEG – Tunisia

Journal of Knowledge Management, Economics and Information Technology, 2011, vol. 1, issue 6, 15

Abstract: Our understanding remains limited as to how a TV program affects the viewers’ reactions toward advertisements surrounding this program. This paper tries to shed light on this research topic, by proposing a global conceptualization of the media context effect on the performance of advertisements targeting young viewers. The paper equally stresses the theoretical as well as empirical contributions of this research.

Keywords: advertizing efficiency; child; context effect; intensity of emotions; polarity of emotions; program appreciation. (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:spp:jkmeit:1145

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