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Cameroonian Consumers' Attitude towards Tv Advertising Form and Content

Author

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  • ADAMOU HADJI Mohamadou

    (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:)

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."

Suggested Citation

  • ADAMOU HADJI Mohamadou, 2021. "Cameroonian Consumers' Attitude towards Tv Advertising Form and Content," GATR Journals jmmr279, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:jmmr279
    DOI: https://doi.org/10.35609/jmmr.2021.6.3(3)
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    References listed on IDEAS

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    1. Luna, David & Peracchio, Laura A, 2001. "Moderators of Language Effects in Advertising to Bilinguals: A Psycholinguistic Approach," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(2), pages 284-295, September.
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    More about this item

    JEL classification:

    • D1 - Microeconomics - - Household Behavior
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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