Introduction
In the current digital era, advertisement has become an essential social event. Current advertisements illuminate a significant change in beliefs, values, and most important behaviors and people’s buying patterns (Usman et al 124). Advertising directly and indirectly influences people’s lifestyles. A host of consumer research studies have shown that individual differences among advertisement audiences triggers variations in the manner in which those audiences respond to advertisement appeals (Moore et al 154). Following this revelation, advertisers are in constant search for greater communication effectiveness, but as this revolution is taking place, it is necessary to be cautious during the selection of an advertisement appeal for each targeted group (Ruiz and Silicia 657). Television advertisement has always been a vital channel to reach out to targeted groups, but online advertising has also become a popular advertisement channel. In line with this, most advertisers have capitalized on these two media as they seek to influence buyers’ attitudes in favor of their brands. Results from previous studies highlight the top seven advertisement appeals and they include gain or loss, sex, fear, humor, comparative, two or one sided and metaphor in all ads (Dahlen et al., 30; Allen and Raymond 15; Hornik and Miniero 50), and in 85 percent of T.V commercials (Pechmann and Stewart). According to Hornik and O’Keefe, past studies have failed to highlight well spelt out definitions and conceptualizations with respect to the predictor, as well as the criterion sides of advertisement appeals (38). Understanding advertisement appeals are essential because such appeals influence consumers’ attitudes towards advertised brands, as well as the individual advertisement (Liu et al 501; Wang et al 107; Kim and Lee et al 4). In fact, there are very few researches that have attempted to address the association between various advertisement appeals, brand attitude, and attitudes towards advertisements in an intergrade model. Putting these into consideration, this paper seeks to analyze the association between these factors by focusing on T.V and online advertisements in Saudi Arabia.
Literature Review
Religion and Marketing Efforts
As an institution, religion has a huge influence on people’s behaviors, values and attitudes according to Darun et al (237) and Feiz et al., (105) at both the individual and societal levels. Religion denotes unified systems of beliefs and practices associated with sacred things. Religion has given birth to religiosity, which denotes the manner in which and individual holds and values their religion (Delener 27). Scholars argue that a religion shapes people’s identity and behaviors, as well as their attitudes. In essence, religious beliefs sculpt social behavior. People’s religious affiliations determines their choices in life, attitudes and values, and since this study is based in Saudi Arabia, religion will play a critical role in determining the outcomes
Islam as a Religion
This religion was founded in Arabia, and it is based on Prophet Muhammad’s teachings. Islamic law, which is known as the Sharia law, dictates the morals, duties and behaviors of Muslims. This law stipulates that men and women who are engaged in buying and selling must portray truth, honesty, and social and collective obligations. Muslims are prohibited from drinking alcohol and engaging in nudity. In fact, according to Fam et al., (105) Islam is more than a religion because it controls societal laws and ways associated with dressing, eating, families, cleanliness and ethics. In other words, Muslims are expected to live, as well think in the way Allah has stated.
Advertisement appeals, according Brennan and Binney, can be grouped into informational/rational appeals or emotional appeals (140). Advertisements, whether they take the form of rational or emotional form, must be persuasive in nature. However, since Saudi Arabia is a culturally conservative region, ads must be unique if they are expected to sway the attitudes of the targeted audience. In essence, religion (Islam) is the principle factor that influences behavior, choices, values, and attitudes in Arabic nations (Brennan and Binney 145).
Saudi Arabia as an Islamic Country
According to Feiz et al., Saudi Arabia is an Islamic country, and has its own cultural features (101). Islam as a religion forms a subculture in Saudi Arabia, and it influences Saudi Arabian consumers’ beliefs, perceived values, and motivations about products or services. Islam champions social life and social duties,
Research Question/Hypothesis, Aims and Objectives
Objective/Aim:
Understanding advertisement appeals is essential because such appeals influence consumers’ attitudes towards advertised brands, as well as the individual advertisement (Liu et al., (502); Wang et al., (108); Kim and Lee et al., 22). In fact, there are very few researches that have attempted to address the association between various advertisement appeals, brand attitude, and attitudes towards advertisements in an intergrade model. This study seeks to find out how Saudi Arabians’ attitudes towards T.V and Online advertisements shape their consumer behaviors. In order to meet this objective, advertisement appeals used in Saudi Arabian T.V and online portals will be evaluated.
Research questions
- What factors/appeals do Saudi Arabians look at in T.V and online advertisements?
- What factors make Saudi Arabians buy a brand that has been advertised on T.V and online portals?
- What advertisement appeals are commonly used in Saudi Arabian T.V and online advertisements?
- What factors should be taken into consideration when designing a T.V and online ad that targets the Saudi Arabian people?
Importance of the Study
This study’s findings will be essential to advertisers as they will learn important underpinnings governing Saudi Arabians attitudes towards T.V and online ads and brands, as well as their consumer behaviors.
Hypothesis
The hypothesis of this study states that Islam as a religion shapes Saudi Arabians’ attitudes towards online and T.V advertisements, and consequently their consumer behaviors.
Methodology
Study Design
This study will employ a cross-sectional study design in Jeddah and Riyadh. Cross sectional study design has been chosen because of two reasons. First, it is observational in nature, and secondly, it allows for the collection of data at a specified place/location over a defined period. As noted, this study will focus on participants from Jeddah and Riyadh. Since the findings of this study are expected to shade more light on the consumer behavior of Saudi Arabians following their attitudes towards online and T.V ads, a cross-sectional study is the best option. It will allow for the generalization of findings based on what the study will reveal. Jeddah and Riyadh have been selected because they are significantly massive economic hubs in Saudi Arabia and a majority of citizens in these regions are digitally literate. Since the study evaluates the use of online and T.V advertisements, it was important to choose an area where locals are accessed to the two forms of media under investigation.
Study Population and Sampling
A sample size of 1500 participants will be recruited from these locations. In order to be enrolled in the study, a participant will be required to be a Saudi Arabian Native. Both men and women aged 18 years and above will be eligible to take part in the study. This step will be taken in order to avoid bias that might be introduced by non-Saudi Arabian consumers (international citizens). Again, this study will be strictly for those above the age of 18 years. This research will seek to be gender inclusive; sampling will ensure that there is almost an equal number of both men and women who will take part in the study.
Data Collection Methods and Instruments
Questionnaires will be used to collect responses for the participants. The questionnaire will be divided into five sections. The first section will collect the participants’ demographic information namely their name, sex, age, religion, occupation and area of residence. The second section seeks to identify the participants’ knowledge on T.V and online ads. For instance, participants will be expected to state their favorite T.V programs, stations, and the time they often watch T.V. In addition, they will be expected to state their knowledge on online ads, and sites that they frequently visit. The third section will be used to shade more light on the appeals that T.V and online ads use and how they affect the respondent’s attitudes towards these ads, as well as the brands being advertisements. The questionnaire will use bot open-ended and closed question. Section four will evaluate the information that respondents look for in an ad on T.V or online portal. The fifth section will investigate the overall impact of T.V and online advertisements has on consumers’ brand selection. Special focus will be given to religion to evaluate how this factor affects participants’ perception of advertisements, brands, as well as consumer behaviors. Since this study is based in a region where Arabic language is dominant, care will be taken to translate the questionnaires into Arabic, but first, it will be drafted in English.
There will be two copies of the questionnaire: one in English and another one in Arabic. Prior to commencing the data collection process, it would be appropriate to gauge the effectiveness of the designed questionnaire. In this case, at least 20 questionnaires will be distributed amongst test participants at the university.
Since the targeted sample size is big, it would be appropriate to employ data collectors. However, if the cost of hiring data collectors is beyond your reach, it will be appropriate to collect the data on your own, but this will take longer than the option of using data collectors.
When employing the cross-sectional design, researchers have the ability to study participants of different ages at the same time. The advantage if this study is that it allows the researcher to investigate a variety if ages at a limited time (Jackson 105). At times, if the necessary resources are available, it might be possible to collect the anticipated data in a single day (Jackson 105). However, this does not mean that this design has no disadvantages. When using cross-sectional design, the researcher seeks to determine whether or not differences exist between different ages (Jackson 105). Instead, the researcher tests individuals with different ages, as well as, those who were born at different times and raised in different generations or cohorts (Jackson 105). As such, some of the observed differences might be as a result of a cohort effect and not and individual difference. This bias is inherent in this design and researchers have to simply accommodate it. The task at hand involves assessing Saudi Arabians’ attitudes towards T.V and online ads, as well as how these attitudes affect their consumer behaviors. These aspect cut across different ages and generations. As indicated, this study will concentrate on participants aged 18 years and above. Attitudes of consumers vary with age, and this design will be helpful in capturing differences associated with age.
Closed and Open-ended questions
Open ended questions are helpful during direct interviews. Royse contends that, when open-ended questions are mailed to respondents, the response is poor; most of them fail to complete all the questions (184). However, during direct interviews, respondents have a fair rate of filling the questionnaire. In fact, research has shown that when open-ended questions are employed during an interview, better reporting is recorded. Another significance of using open-ended questions is that it allows the respondent to provide additional information. At times, the researchers’ open-ended questions might exclude important factors/aspects, but this format allows for the inclusion of relevant data by the respondent. Since open-ended questions provide greater detail and depth, they are favored by many researchers.
However, this form of questions have one disadvantage; the respondent can ramble, and as such, there is a need to employ a qualified interviewer to assist (Royse 185). The choice of open or close-ended questions relies on the research objectives. After collecting data using open-ended questions, it is important to code them prior to conducting analyses; this coding process requires the researcher to interpret the responses. Unfortunately, a researcher can introduce biases in the collected data if their interpretation is not up to date (Royse 185). Additionally, there is a possibility that some respondents might give answers that are irrelevant (Royse 185).
On the other hand, the selection of closed-ended questions allows the respondent only pick an answer form the list provided. The construction of closed-ended questions must be guided by two structural requirements (Earl 225). First, the response categories that are provide must be exhaustive; they must provide all the possible options (Earl 225). However, this is not always attainable. Caution must be taken so that relevant options are included. Secondly, the questionnaire must be given the option of selecting either one or more options (Earl 225).
Earl (225) contends that questionnaires must be made clear. In other words, items must be clear and unambiguous. Earl (225) also cautions researchers to avoid double-barreled questions. In search circumstances, the researcher asks the respondent to provide only a single answer and yet the question has multiple answers. Earl indicates that whenever the researcher uses the word and in their questions, care must be taken to ensure that such a question is not a double-barreled question. In addition, questioners work well when the respondents can read and write. Additionally, when designing a questionnaire, it is essential to ask relevant questions. Furthermore, short questions are best. If an item is detailed, it discourages respondents from providing their answers.
Option one: the use of data collectors
Data collectors will be expected to meet to the respondents in public places, hospitals, bus stations, restaurants, and shopping areas, and learning institutions. In this case, the data collectors will be expected to introduce themselves to the prospective respondents and brief them about the study. The respondents will be informed that it is voluntary to take part in the study. They will have the option of accepting or turning down the option of taking part in the study. Moreover, respondents will be made to understand that their data will be kept confidential. Should they oblige to take part in the study, they receive a questionnaire that they will be expected to fill. In fact, it is estimated that without interruption, it should take 10-15 minutes to complete the questionnaire. The respondents will be asked to choose whether they wish to use the Arabic version or English version of the questionnaire.
Option 2: Data collection on your own
Since you will be collecting data on your own, it will prudent to inform potential respondents who you are and what you are up to; you will have to visit respondents in public places, hospitals, bus stations, restaurants, and shopping areas, and learning institutions. Prior to allowing them take part in the study, it would be appropriate to brief prospective respondents about the study. The respondents will be informed that it is voluntary to take part in the study. It will be under their discretion to either accept or turn down the option of taking party the study. Respondents will be made to understand that their data will be kept confidential. Should they oblige to take part in the study, they will receive a questionnaire that they will be expected to fill. The questionnaire is not very long, and as such, it is estimated that without interruption, it should take 10-15 minutes to complete the questionnaire. The respondents will be asked to choose whether they wish the Arabic version or English version of the questionnaire.
Data Analysis Methods
Following the collection of data through a questionnaire, data collectors will be expected to pass them to me for storage. The data will then be coded, entered and analyzed using SPSS version 16. Outputs of descriptive results will be computed in the form of frequencies and percentages. On the other hand, the association between respondents’ attitudes towards T.V and online ads, as well as their consumer behaviors will be computed using Chi-Square and Fisher exact tests.
Study Period
This study is expected to take three months. Data collection will be conducted in two months. The other month will be dedicated to data analysis. As highlighted previously in the data collection section, the duration of the study will be influenced by the mode of data collocation. In other words, if data collectors will be used, the duration of data collection will be shorter. The number of data collectors will determine how many respondents will be interviewed in a single day, and, as a result, reaching the 1500 target will be attainable. However, if no data collectors will not be used, it means that the duration of data collection will be longer, than anticipated.
Summary
There are very limited researches that have been conducted to evaluate the association between various advertisement appeals, brand attitude, and attitudes towards advertisements in an intergrade model. This study takes the bold step of evaluating how these three factors influence Saudi Arabians’ attitudes towards T.V and online ads, as well as how these attitudes shape their consumer behaviors. The findings of my study will be of great importance; they will be essential to advertisers as they will learn important underpinnings governing Saudi Arabians attitudes towards T.V and online ads and brands, as well as their consumer behaviors.
Conclusion
T.V and online ads have gained widespread usage. It is important for advertisers to understand factors that shape their audiences’ perceptions, attitudes and choices, and most importantly consumer behavior. This study evaluates these phenomena but focusses on Saudi Arabia (Jeddah and Riyadh).
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