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Cameroonian Consumers' Attitude towards Tv Advertising Form and Content

HADJI Mohamadou Adamou ()
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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:

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

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

DOI: 10.35609/jmmr.2021.6.3(3)

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