The Effectiveness of Religious Media Advertising in Shaping Consumer Perception in Jalingo LGA, Taraba State
- Project Research
- 1-5 Chapters
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- Table of Content: Available
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- NGN 5000
Chapter One: Introduction
1.1 Background of the Study
Religious media advertising is a unique form of communication that integrates faith-based messages with promotional content to influence consumer behavior and perception. In Jalingo Local Government Area, Taraba State, religious media platforms such as faith-based radio stations, television programs, and social media channels play a significant role in shaping public opinion. Religious media advertising often appeals to shared values, ethics, and cultural norms, making it a powerful tool for influencing consumer perception. According to Musa and Ibrahim (2023), religious media advertising effectively builds trust, fosters brand loyalty, and aligns marketing messages with the moral compass of the target audience. This study investigates the effectiveness of religious media advertising in shaping consumer perception in Jalingo, focusing on its impact, strategies, and audience reception.
1.2 Statement of the Problem
While religious media advertising is widely used in Jalingo, its effectiveness in shaping consumer perception has not been extensively studied. Businesses and organizations often rely on this medium without fully understanding its influence on consumer attitudes and decision-making. This study aims to bridge this gap by examining the effectiveness of religious media advertising in Jalingo.
1.3 Objectives of the Study
1. To assess the effectiveness of religious media advertising in shaping consumer perception in Jalingo.
2. To identify the key strategies used in religious media advertising.
3. To explore consumer attitudes toward religious media advertising in Jalingo.
1.4 Research Questions
1. How effective is religious media advertising in shaping consumer perception in Jalingo?
2. What strategies are commonly used in religious media advertising?
3. What are consumer attitudes toward religious media advertising in Jalingo?
1.5 Research Hypothesis
1. Religious media advertising significantly shapes consumer perception in Jalingo.
2. Strategies such as ethical alignment and value-based messaging enhance the effectiveness of religious media advertising.
3. Consumer attitudes toward religious media advertising are influenced by cultural and religious factors.
1.6 Significance of the Study
This study is significant as it provides insights into the role of religious media advertising in influencing consumer perception in Jalingo. The findings will benefit advertisers, businesses, and religious organizations by highlighting effective strategies for leveraging religious media. Additionally, the study contributes to the literature on advertising and cultural communication.
1.7 Scope and Limitations of the Study
The study focuses on the effectiveness of religious media advertising in shaping consumer perception in Jalingo Local Government Area, Taraba State. It does not extend to other forms of advertising or regions beyond Jalingo.
1.8 Operational Definition of Terms
1. Religious Media Advertising: Advertising content delivered through religious media platforms.
2. Consumer Perception: The way consumers interpret and make sense of advertising messages.
3. Faith-Based Media: Media platforms that focus on religious content and themes.
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