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DOI 10.35609/jmmr.2021.6.3(3)

Reference to this paper should be made as follows: Mohamadou, A.H; Leblanc, K.K.S. (2021). Cameroonian Consumers' Attitude towards Tv Advertising Form and Content, J. Mgt. Mkt. Review, 6(3) 167 – 180. https://doi.org/10.35609/jmmr.2021.6.3(3)

Received: July 11, 2021 | Accepted: September 30, 2021

Cameroonian Consumers' Attitude towards Tv Advertising Form and Content
ADAMOU HADJI Mohamadou, KUATE KAMGA Sangeniss Leblanc
Department of International Economic IRIC/University of Yaounde II - Cameroon
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.

URI: http://gatrenterprise.com/GATRJournals/JMMR/vol6.3_3.html

DOI: https://doi.org/10.35609/jmmr.2021.6.3(3)

Pages 167 – 180

Price: USD 25