Exploring the Impact of Traditional Communication Channels on Customer Purchase Decision: A Case Study of University Students in Ghana
Article Sidebar
Main Article Content
Abstract
Purpose- Marketers want to know the best advertisement medium which can make their advertising more effective. This study seeks to find a linkage between television advertisement, radio advertisement, newspaper advertisement, and outdoor advertisement towards customers’ purchase decisions in Ghana.
Design/Methodology- Using University students in Ghana as a population, the study employed a simple random sampling approach and collected data from University students in UCC and KNUST. Seven hundred and fifty (750) responses were gathered from participants, but only seven hundred and thirty-two (732) responses were deemed suitable and were adopted to justify the proposed relationships. Data were analyzed using partial least squared built on Structural Equation Modeling (SEM)
Findings- The findings revealed that television advertisement has the greatest impact on customer purchase decision and was statistically significant at p< 0.01.
Practical Implications- This finding provides helpful suggestions for advertising professionals, market researchers, existing and emerging organizations to see television advertisements as an opportunity to increase awareness of goods and services as it tends to appeal to viewers’ visual and sound senses, influencing customers’ purchasing decisions and increasing sales of goods and services.
Downloads
Article Details
Copyright (c) 2021 Isaac Ahakwa, Jingzhao Yang, Evelyn Agba Tackie, Kwame Bankole
This work is licensed under a Creative Commons Attribution 4.0 International License.
Afzal, S., & Khan, J. R. (2015). Impact of online and conventional advertisement on consumer buying behaviour of branded garments. Asian Journal of Management Sciences & Education, 4(1), 125-135.
Ahakwa, I., Yang, J., Tackie, E. A., Odai, L. A., & Dartey, S. (2021). The Effects of Job Autonomy, Organizational Learning, and Work Environment on Organizational Commitment of Public Sector Employees in the Ashanti Region of Ghana. DOI: https://doi.org/10.18535/ijsrm/v9i1.em02
Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42, 65-77. DOI: https://doi.org/10.1016/j.ijinfomgt.2018.06.001
Anu, M., & Aswathy, S. (2014). Influence of television advertising and purchase decision making of FMCG-A study Hindustan Unilever Limited. IRACST–International Journal of Commerce, Business and Management, 3(5), 744-747.
Anute, N., Deshmukh, A., & Pawar, S. Effects of Television Advertising Elements on Customer’s Purchase Decision and Brand Building.
Ayimey, E. K., Awunyo-Vitor, D., & Gadawusu, J. K. (2013). Does radio advertisement influence sale of herbal products in Ghana? Evidence from Ho Municipality. DOI: https://doi.org/10.4236/me.2013.410070
Chin, W. W., Peterson, R. A., & Brown, S. P. (2008). Structural equation modeling in marketing: Some practical reminders. Journal of Marketing theory and Practice, 16(4), 287-298. DOI: https://doi.org/10.2753/MTP1069-6679160402
Cohen, S. (1988). Perceived stress in a probability sample of the United States.
Costa, J. C. (2014). The impact of advertising on students: An empirical study of students from Goa. International Journal of Advanced Research in Management and Social Sciences, 3(12), 239-249.
Danaher, P. J., & Rossiter, J. R. (2011). Comparing perceptions of marketing communication channels. European Journal of Marketing. DOI: https://doi.org/10.1108/03090561111095586
Demiri, B., & Zekiri, J. The Impact Of Outdoor Advertising On Consumer Behavior _ A Thesis Presented To.
Domazet, I. S., Đokić, I., & Milovanov, O. (2017). The Influence of advertising media on brand awareness. Management: Journal of Sustainable Business and Management Solutions in Emerging Economies, 23(1), 13-22. DOI: https://doi.org/10.7595/management.fon.2017.0022
Efstathiou, N. (2020). Assessing the influence of radio advertising on consumer purchasing decisions. North-West University (South Africa).
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50. DOI: https://doi.org/10.1177/002224378101800104
Gijsenberg, M. J., & Nijs, V. R. (2019). Advertising spending patterns and competitor impact. International Journal of Research in Marketing, 36(2), 232-250. DOI: https://doi.org/10.1016/j.ijresmar.2018.11.004
Hair Jr, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM): Sage publications. DOI: https://doi.org/10.15358/9783800653614
Halldorsson, B., Castelijn, S., & Creswell, C. (2019). Are children with social anxiety disorder more likely than children with other anxiety disorders to anticipate poor social performance and reflect negatively on their performance? Journal of Affective Disorders, 245, 561-568. doi:https://doi.org/10.1016/j.jad.2018.11.021 DOI: https://doi.org/10.1016/j.jad.2018.11.021
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the academy of marketing science, 43(1), 115-135. DOI: https://doi.org/10.1007/s11747-014-0403-8
Herget, A.-K., Schramm, H., & Breves, P. (2018). Development and testing of an instrument to determine Musical Fit in audio–visual advertising. Musicae Scientiae, 22(3), 362-376. DOI: https://doi.org/10.1177/1029864917731127
Idris, I., Suhana, S., Ahmad, A., & Wong, C. M. K. (2020). The impacts of social media advertisements on millennial's consumption. TEST Engineering and Management, 82, 5537-5544.
Ingavale, D. (2013). An impact of advertisements on purchase decision of youth with reference to consumer goods. Advances in management, 3(1), 18-22.
Kim, J. H. (2019). Multicollinearity and misleading statistical results. Korean journal of anesthesiology, 72(6), 558. DOI: https://doi.org/10.4097/kja.19087
Kline, R. B. (2011). Convergence of structural equation modeling and multilevel modeling: na.
Kumar, D. P., & Raju, K. V. (2013). The role of advertising in consumer decision making. IOSR Journal of Business and Management, 14(4), 37-45. DOI: https://doi.org/10.9790/487X-1443745
Lankford, A. (2018). Do the media unintentionally make mass killers into celebrities? An assessment of free advertising and earned media value. Celebrity Studies, 9(3), 340-354. DOI: https://doi.org/10.1080/19392397.2017.1422984
Lee, E.-B., Lee, S.-G., & Yang, C.-G. (2017). The influences of advertisement attitude and brand attitude on purchase intention of smartphone advertising. Industrial Management & Data Systems. DOI: https://doi.org/10.1108/IMDS-06-2016-0229
Mahalaxmi, K., & Ranjith, P. (2016). A Study on Impact of Digital Marketing in Customer Purchase Decision in Trichy. International Journal for Innovative Research in Science & Technology, 2(10), 332-338.
Majeed, S., & Razzak, S. (2011). The impact of television advertisement repetition, celebrity endorsement and perceived quality on consumer purchase decision. Australian journal of basic and applied sciences, 5(12), 3044-3051.
Malthouse, E. C., & Calder, B. J. (2018). From advertising to engagement. The Handbook of Communication Engagement, no, 411-420. DOI: https://doi.org/10.1002/9781119167600.ch28
Mehdi, Q., Paris, C. M., & Balasubramanian, S. (2019). Exploring the role of Humor and Music in radio advertisement: A quasi-experimental study on domestic tourist attitudes and behavioral intentions in the UAE.
Modikeng, M. (2018). The influence of radio and newspaper advertisements on the buying decisions of consumers. Interim: Interdisciplinary Journal, 17(1), 1-17.
Mogaji, E., Czarnecka, B., & Danbury, A. (2018). Emotional appeals in UK business-to-business financial services advertisements. International Journal of Bank Marketing. DOI: https://doi.org/10.1108/IJBM-09-2016-0127
Mustafa, S., & Al-Abdallah, G. (2020). The evaluation of traditional communication channels and its impact on purchase decision. Management Science Letters, 10(7), 1521-1532. DOI: https://doi.org/10.5267/j.msl.2019.12.014
Okanazu, O. O., & Madu, M. A. (2020). Position Of Advertising In Strengthening The Purchase Decision Of 21st Century Business Education Students On Cosmetic Products. Nigerian Journal Of Business Education (Nigjbed), 7(2), 336-349.
Osewe, G. O. (2013). The effectiveness of internet advertising on consumer behaviour: The case of University of Nairobi students. University of Nairobi.
Oviedo-Trespalacios, O., Truelove, V., Watson, B., & Hinton, J. A. (2019). The impact of road advertising signs on driver behaviour and implications for road safety: A critical systematic review. Transportation research part A: policy and practice, 122, 85-98. DOI: https://doi.org/10.1016/j.tra.2019.01.012
Page, B., Anesbury, Z., Moshakis, S., & Grasby, A. (2018). Measuring Audience Reach Of Outdoor Advertisements: Using Bluetooth Technology To Validate Measurement. Journal of Advertising Research, 58(4), 456-463. DOI: https://doi.org/10.2501/JAR-2017-057
Pourhossein, F., & Mahmoudabadi, A. Original Paper Smart Urban Street Advertising Pattern Using Internet of Things Based on Environmental and Traffic Conditions.
Richards, J. I., & Curran, C. M. (2002). Oracles on “advertising”: Searching for a definition. Journal of Advertising, 31(2), 63-77. DOI: https://doi.org/10.1080/00913367.2002.10673667
Russo, V., Valesi, R., Gallo, A., Laureanti, R., & Zito, M. (2020). “The Theater of the Mind”: The Effect of Radio Exposure on TV Advertising. Social Sciences, 9(7), 123. DOI: https://doi.org/10.3390/socsci9070123
Sah, S. K. (2020). Impact Of Advertising On Consumer Purchase Decision.
Saleh, H. (2017). Implementation Of The Green Advertising Media (Gam) To Increase Product Sales Volume (Psv) In Malaysia Product Market. Economic and Social Development: Book of Proceedings, 34-40.
Shafiq, A., Haque, A., Abdullah, K., & Jan, M. (2017). Beliefs about Islamic advertising: an exploratory study in Malaysia. Journal of Islamic Marketing. DOI: https://doi.org/10.1108/JIMA-02-2015-0018
Shaikh, N. I., Hada, M., & Shrestha, N. (2019). Allocating Spending On Digital-Video Advertising: A Longitudinal Analysis Across Digital and Television. Journal of Advertising Research, 59(1), 14-26. DOI: https://doi.org/10.2501/JAR-2018-038
Shmueli, G., Sarstedt, M., Hair, J. F., Cheah, J.-H., Ting, H., Vaithilingam, S., & Ringle, C. M. (2019). Predictive model assessment in PLS-SEM: guidelines for using PLSpredict. European Journal of Marketing. DOI: https://doi.org/10.1108/EJM-02-2019-0189
SRIVASTAVA, D. N. (2017). Advertisement influence and purchase decision of the consumers in India. International Research Journal of Engineering and Technology, 4(5), 2395-0056.
Tamilselvan, K., & Kumaresan, S. Effectiveness Of Advertising On Consumr Buying Decision Making Style With Special Reference To Home Appliances At Chennai City.
Tao, J. (2020). The Influence of Message and Audio Modalities in Augmented Reality Mobile Advertisements on Consumers' Purchase Intention. San Jose State University.
Tarik, Z., & Adnan, S. (2018). Online vs Traditional; Marketing Challenge in the Telecom Market in Bosnia and Herzegovina. Economic Review: Journal of Economics and Business, 16(1), 45-57.
Warraich, H. A., & Ali, T. (2020). The impact of advertising and promotion on purchase decision, sales and profitability of FMCG's (personal care) sector of Pakistan: Case study of Gillette Limited Pakistan and Treet Corporation limited Pakistan. Journal of Engineering and Economic Development, 6(1), 1-22.
Wielhouwer, P. W. (2020). Resistance and Response: Latinos and Conservative Radio Advertisements 1. Social Science Quarterly, 101(4), 1513-1533. DOI: https://doi.org/10.1111/ssqu.12827
Zaglago, B. (2019). The Adoption Of Digital Marketing Among Smes In Ghana.