Exploring cultural context congruency in television: a conceptual framework for assessing the impact of media context on advertising effectiveness in an emerging market
by Claire Grant; Arlene Bailey; Alphonso Ogbuehi
International Journal of Business and Emerging Markets (IJBEM), Vol. 9, No. 2, 2017

Abstract: This paper develops a conceptual framework on how specific elements of media context impact advertising effectiveness in the television environment. The origin (local or foreign) of television programming is a specific element of media context that is incorporated in the framework. The concept of cultural context congruence is introduced to develop a rationale for further research into how the cultural origin of television programming, whether it is local or foreign, has a bearing on advertising effectiveness based on programme and advertisement context congruency as decoded by audiences. Audience attitude theory and the schema-congruity framework are employed to help define the impact of the cultural context congruence on advertising effectiveness.

Online publication date: Fri, 24-Mar-2017

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