Affiliation:
1. Department of International Economic IRIC/University of Yaounde II - Cameroon
2. Department of Marketing and Management FSEG/University of Dschang - Cameroon
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, Yaoundé, 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.
Keywords: Attitude, Consumer, Advertising content, Advertisement form, Cameroon
JEL Classification: D1, M31, M37.
Publisher
Global Academy of Training and Research (GATR) Enterprise
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