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Exploring cultural context congruency in television: a conceptual framework for assessing the impact of media context on advertising effectiveness in an emerging market

Author

Listed:
  • Claire Grant
  • Arlene Bailey
  • Alphonso Ogbuehi

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.

Suggested Citation

  • Claire Grant & Arlene Bailey & Alphonso Ogbuehi, 2017. "Exploring cultural context congruency in television: a conceptual framework for assessing the impact of media context on advertising effectiveness in an emerging market," International Journal of Business and Emerging Markets, Inderscience Enterprises Ltd, vol. 9(2), pages 174-191.
    • Handle: RePEc:ids:ijbema:v:9:y:2017:i:2:p:174-191
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