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

Authors: Claire Grant; Arlene Bailey; Alphonso Ogbuehi

Addresses: Mona School of Business and Management, University of the West Indies, Mona, Kingston 7, Jamaica ' Department of Sociology, Psychology and Social Work, University of the West Indies, Mona, Kingston 7, Jamaica ' College of Business, Clayton State University, 2000 Clayton State Blvd, Morrow, GA 30260, USA

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.

Keywords: media context; advertising effectiveness; cultural context congruity; audience attitudes; schema-congruity framework; television; tv programming; emerging markets.

DOI: 10.1504/IJBEM.2017.083354

International Journal of Business and Emerging Markets, 2017 Vol.9 No.2, pp.174 - 191

Received: 18 Nov 2015
Accepted: 10 May 2016
Published online: 24 Mar 2017 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article