Assessment of Moroccans' perception towards productsservices advertising credibility in the telecommunication sector

مقدم أطروحة جامعية

Frija, Laila

مشرف أطروحة جامعية

Hamelin, Nicolas

الجامعة

جامعة الأخوين

الكلية

كلية إدارة الأعمال

دولة الجامعة

المغرب

الدرجة العلمية

ماجستير

تاريخ الدرجة العلمية

2011

الملخص الإنجليزي

The purpose of this study is to assess Moroccans’ perception towards advertising credibility in the telecommunication sector.

This will provide the different operators with valuable insights and feedback since they might invest a lot in their advertising budgets.

Based on business insights, three models were developed, and each of them focuses on a core concept: the first model measures for advertising credibility, the second tests for willingness to seek more information about advertised products and services, and the last investigates the intention to buy advertised products and services.

After conducting a literature review, a set of variables were collected to be tested against the three business models mentioned earlier.

The first set encloses media channels that are mostly used by telecommunication companies to advertise for their products and services.

The second variables’ category includes advertising attributes that drive ad credibility, intention to seek more information and to buy and use telecommunication products and services.

Last, and to profile the consumer’s characteristics that impact the studied core concepts, a set of demographic factors were included in the study’s different models.

Finally, based on statistical analysis and results, recommendations are set for Maroc Telecom, Meditel and Inwi Managers and Marketers in the aim of enhancing their advertising strategies.

The recommendations will be beneficial to better use media channel, adopt advertising attributes and demographic factors that significantly affect advertising credibility, willingness to seek more information about advertised products and services, and intention to buy and use the telecommunication products and services.

Key words: Media channel, Advertising attributes, demographic factors, advertising credibility, willingness to seek more information, intention to buy, and Maroc Telecom, Meditel and Inwi.

التخصصات الرئيسية

إدارة الأعمال

عدد الصفحات

110

قائمة المحتويات

• APA
• MLA
• AMA

لغة النص

الإنجليزية

نوع البيانات

رسائل جامعية

رقم السجل

BIM-627887