Proposed Model By The Researcher

Published Date: 02 Nov 2017

CHAPTER 3

3.1 INTRODUCTION

As previously mentioned in Chapter 2 that despite the entrenched position of Television advertising as an outstanding media globally and the optimistic expectations that television advertising will continue to grow with a yearly average of 7.5% to tap a global market share of 44% by 2016. (Magnaglobal Advertising Forecast 2011). Fears about television advertising effectiveness have started to emerge; a main contributor for such fear is the increased occurrence of skepticism towards advertising which negatively influence consumer’s attention and reliance on advertising.

The continuous growth of digital advertising and rise of digital media devices also serve as alarming factors due to the exaggerated convenience benefit they offer to consumers’ which is not the case with television advertising , an advantage that is thought to un-doubtfully assist both factors to set in (Magnaglobal Advertising Forecast 2011).

Same challenges exist in the Egyptian advertising market, added to that the political unrest and economic halt in Egypt during the last couple of years which caused a significant drop of 30% in advertising spend in 2011 (Dubai Press Club, 2011). Companies manufacturing Fast Moving Consumers Goods are thought to suffer largely from this dreadful situation because of the vast advertising spent they are obliged to exhaust, due to the nature of the products and fierce competition, making the process of planning and executing an advertising campaign nowadays of profound importance than it has ever been in an attempt to attain the maximum benefits from it.

This research aims at assessing the impact of skepticism towards advertising on consumers’ perceptions about the credibility and likability of television as a communication source and advertising effectiveness (measured by consumers’ purchase intension towards the advertised product or brand). Results of this research will enable FMCG manufacturing companies and advertising agencies to capture a better understanding of consumer’s perceptions about the characteristics of the communication source and estimate their level of advertising skepticism which will help both parties concerned to properly address the problem and implement corrective actions.

3.2 PROBLEM DEFINITION

Similar to global concerns, fears about television advertising effectiveness in Egypt started to emerge. A prime cause for such an alarming situation is the spotted occurrence of skepticism towards advertising which has shown to impede consumer’s attention and reliance on advertising resulting in lost sales opportunities for companies as well as wasted marketing budgets. Such a problem needs to be thoroughly examined and seriously handled by both manufactured companies and advertising agencies due to its massive impact on all concerned parties.

As far as the researcher knowledge no research up to date has been done in Egypt to investigate the impact of skepticism towards advertising on the relationship between consumer’s perceptions of the characteristics of communication source and effectiveness of advertising campaigns.

3.3 RESEARCH OBEJCTIVE

This research aims to achieve the following objectives:

1- Identifying the current communication sources that have shown to drive Egyptian consumer’s purchase decisions for FMCGs.

2- Evaluating Egyptian consumer’s perceptions of the characteristics of the communication sources employed by FMCG companies.

3- Assessing the impact of consumer’s skepticism towards advertising on the effectiveness of advertising campaigns employed by FMCG companies.

4-Providing valuable feedback and recommendations for FMCG companies and advertising professionals from the results attained to rectify any drawbacks present in the communication process to enable them attain the maximum goals.

3.4 THEORETICAL FRAMEWORK

The proposed theoretical framework is adopted from two models combined together namely; Yale Model of Persuasion (Janis and Hovland, 1959) which investigated the impact of communication source characteristics on persuasion and attitude change and the Attidutional Response Model by (McKenzie and Lutz 1985) which investigated the mediating role of attitude towards the ad, and attitude towards the brand on respondents purchase intensions of the advertised brand. The proposed theoretical framework assess Egyptian consumer’s perception level of the communication source and measures the impact of such perceptions on the effectiveness of advertising campaigns by considering the "Purchase Intension" construct as a tangible indicator for advertising outcome. In the proposed model skepticism towards advertising is designated as a moderating variable to study its influence on altering consumers’ perception levels about the communication source, if present, and thereby on the advertising effectiveness process. (Figure 3.1)

Figure 3.1: Proposed Model by the researcher

Source: developed by the researcher

It is worth to mention that the researcher considered only the Source Credibility (Trustworthiness and Expertise) and Source Likability as the independent variables while disregarded the other source dimensions present in the Yale Model such as Status, Race, and Religion based on the literature review such as Goldsmith (2000) and Arora (2006) which postulated that Source Credibility and Source Likability are the two dimensions that have proven to impact consumer’s response to advertising stimuli by gaining high attention as well as creating positive AAD and AB .(Goldsmith et al. 2000) and (Arora et al. 2006).

Likewise, findings of the interviews conducted with relevant Subject Matter Experts (SMEs) confirmed that the Race, Status and Religion dimensions are currently not valid in Egypt due to the nature of the Egyptian community that lacks major status or race variations, leaving a small room for the religion factor to exert an effect that will be only applicable in case the source was a celebrity or a spokesman, not a media channel, due to the impact of the celebrity relevant factors. However, close attention for these dimensions should be exerted to be able to spot any uprising phenomena or trend in the near future due to the current instability in Egypt.

3.4.1 Dependent Variables

(Y) Dep. Var.: Purchase Intension

Purchase Intention is defined as recipients' assessments of the likelihood that they will purchase the advertised brand in the future. (Lutz, Mckenzi and Belch, 1983).

It is assumed that purchase intension (PI) is a tangible measure of advertising effectiveness. (Lavidge & Steiner, 1961) and is positively related to source characteristics. (shall I add a Hypothesis for this?)

3.4.2 Independent Variables

(X1) Ind. Var.: Source Credibility

Source Credibility (SC) is defined as the perceived level of trustworthiness and expertise of the source by the recipients’ of the communication (Kelman & Hovland 1953; Applebaum & Anatol 1973; Freedman et al. 1981).

It is assumed that source credibility positively affects attitude towards the ad.

Ho1: Source Credibility (SC) is negatively related to attitude towards the ad (Aad).

It is assumed that source credibility positively affects attitude towards the brand.

Ho2: Source Credibility (SC) is negatively related to attitude towards the brand (Ab).

It is assumed that source credibility (SC) positively affects purchase intension. (Shall I add a hypothesis for this?)

(X2) Ind. Var.: Source Likability

Source Likability (SL) is defined as the source ability to create a positive emotional experience (Sanders 2006), or the ability to create a pleasant and enjoyable perception (Ahearne et al. 1999).

It is assumed that source credibility positively affects attitude towards the ad.

Ho3: Source Likability(SL) is negatively related to attitude towards the ad (Aad)

It is assumed that source credibility positively affects attitude towards the brand.

Ho4: Source Likability is negatively related to attitude towards the brand (Ab)

It is assumed that source likability (SL) positively affects purchase intension. (Shall I add a hypothesis for this?

3.4.3 Mediating Variables

(M1) Med. Var.: Attitude towards the Ad

Attitude towards the ad is defined as recipients’ tendency to respond in a favorable or unfavorable manner towards a particular advertising stimulus (MacKenzie & Lutz 1989). (Is the numbering of the hypothesis right?)

It is assumed that attitude towards the ad positively affects attitude towards the brand.

Ho5: Attitude towards the ad (Aad) is negatively related to attitude towards the brand (Ab).

It is assumed that attitude towards the ad positively affects purchase intention.

Ho7: Attitude towards the ad (Aad) is negatively related to purchase intension (PI).

(M2) Med. Var.: Attitude towards the Brand

Attitude towards the brand is defined as recipients' affective reactions toward the advertised brand or recipients’ attitude toward purchasing the brand. (Lutz, Mckenzi and Belch, 1983). Is the numbering of the Hypothesis right??

It is assumed that attitude towards the brand positively affects attitude towards the ad.

Ho6: Attitude towards the brand (Ab) is negatively related to attitude towards the ad (Aad).

It is assumed that attitude towards the brand positively affects purchase intention.

Ho8: Attitude towards the brand (Ab) is negatively related to purchase intension (PI).

3.4.4 Moderating Variables

(Z1) Mod. Var.: Skepticism towards Advertising

Skepticism towards advertising is defined as the tendency to disbelieve advertising claims (Obermiller and Spangenberg, 1998).

It is assumed that skepticism towards advertising negatively affects the relationship between source credibility and attitude towards the ad.

Ho9: The relationship between Source Credibility (SC) and attitude towards the ad (Aad) doesn’t differ with consumer’s level of skepticism towards advertising (SKEP).

It is assumed that skepticism towards advertising negatively affects the relationship between source credibility and attitude towards the brand.

Ho10: The relationship between Source Credibility (SC) and attitude towards the brand (Ab) doesn’t differ with consumer’s level of skepticism towards advertising (SKEP).

It is assumed that skepticism towards advertising negatively affects the relationship between source likability and attitude towards the ad.

Ho11: The relationship between Source Likability (SL) and attitude towards the Ad (Aad) doesn’t differ with consumer’s level of skepticism towards advertising (SKEP).

It is assumed that skepticism towards advertising negatively affects the relationship between source likability and attitude towards the brand.

Ho12: The relationship between Source Likability (SL) and attitude towards the brand (Ab) doesn’t differ with consumer’s level of skepticism towards advertising (SKEP).

It is assumed that skepticism towards advertising negatively affects the relationship between the independent variables and purchase intention.

Ho13: The relationship between independent variables and purchase intention of the advertised brand (PI) doesn’t differ with consumer’s level of skepticism towards advertising (SKEP).

3.4.4 Research Assumptions

A1: The Hot drinks category is true representative for the FMCG sector in Egypt.

A2: Respondents enjoy a satisfactory level of product involvement and product category knowledge.

A3: Selected communication source are the main sources influencing Egyptian consumers.

A4: High level of advertisement recall due to consumer’s free choice of selection and documentation of the brand name advertised in the advertisement.

3.4.5 Research Limitations

L1: The study is limited to Greater Cairo and Alex geographical areas.

L2: The study is limited to Egyptian consumers of products belonging to hot drinks category

L3: Inability to demonstrate specific advertisements of specific brands due to diversity of communication sources and advertised brands which makes such a step unfeasible.

3.5 RESEARCH QUESTIONS AND HYPOTHESES

3.5.1 Major Research Question

(MjRQ) To what extent does consumer’s level of skepticism towards advertising influence their perceptions about the characteristics of the communication source and thereby impact the effectiveness of advertising campaigns of Fast Moving Consumer Goods (Hot Drinks Category) executed in Egypt?

By answering the above question both the manufacturing companies of FMCGs and the advertising agencies operating in Egypt could benefit from the results by assessing the impact of consumer’s skepticism towards advertising on their perception of the credibility and likability of the communication source and their intention to purchase the advertised products. Such results would enable the manufacturing companies to select the communication source that enjoys the highest level of positive consumers’ perceptions, and the advertising companies to resolve or rectify any negative drawbacks related to its performance.

3.5.2 Minor Research Questions

(MRQ1)To what extent does source credibility affect the consumer’s attitude towards the advertisements of hot drinks category in Egypt?

(MRQ2) To what extent does source credibility affect the consumer’s attitude towards the advertised brand of hot drinks category in Egypt?

(MRQ3) To what extent does source likability affect the consumer’s attitude towards the advertisements of hot drinks category in Egypt?

(MRQ4) To what extent does source likability affect the consumer’s attitude towards the advertised brands of hot drinks category in Egypt?

(MRQ5) To what extent does consumers’ attitude towards the advertisement affect their attitude towards the advertised brand of hot drinks category in Egypt?

(MRQ6) To what extent does consumers’ attitude towards the advertised brand affect their attitude towards the advertisement of hot drinks category in Egypt?

(MRQ7) To what extent does consumers’ attitude towards the advertisement affect their purchase intension of the advertised brand of hot drinks category in Egypt?

(MRQ8) To what extent does consumers’ attitude towards the advertised brand affect their purchase intension of the advertised brand of hot drinks category in Egypt?

(MRQ9) Does the relationship between consumer’s perception of source credibility and their attitude towards the advertisement of hot drinks category as consumer’s level of skepticism towards advertising differs?

(MRQ10) Does the relationship between consumer’s perception of source credibility and their attitude towards the advertised brand of hot drinks category differ as consumer’s level of skepticism towards advertising differs?

(MRQ11) Does the relationship between consumer’s perception of source likability and their attitude towards the advertisement of hot drinks category as consumer’s level of skepticism towards advertising differs?

(MRQ12) Does the relationship between consumer’s perception of source likability and their attitude towards the advertised brand of hot drinks category differ as consumer’s level of skepticism towards advertising differs?

(MRQ13) Does the relationship between the independent variables and consumer’s purchase intension differ as consumer’s level of skepticism towards advertising differs? Is this Hypothesis right or no need for it?

Am I missing any more questions here?

3.5.3 Research hypotheses

The research hypotheses is formulated to assess the relationship among variables as follows

Acronym

Null Hypotheses

Acronym

Alternative Hypotheses

Ho1

Source Credibility (SC) is negatively related to attitude towards the ad (Aad)

Ha1

Source Credibility (SC) is positively related to attitude towards the ad (Aad)

Ho2

Source Credibility (SC) is negatively related to attitude towards the brand (Ab)

Ha2

Source Credibility (SC) is positively related to attitude towards the brand (Ab)

Ho3

Source Likability (SL) is negatively related to attitude towards the ad (Aad)

Ha3

Source Likability (SL) is positively related to attitude towards the ad (Aad)

Ho4

Source Likability (SL) is negatively related to attitude towards the brand (Ab)

Ha4

Source Likability (SL) is positively related to attitude towards the brand (Ab)

Ho5

Attitude towards the ad (Aad) is negatively related to attitude towards the brand (Ab)

Ha5

Attitude towards the ad (Aad) is positively related to attitude towards the brand (Ab)

Ho6

Attitude towards the brand (Ab) is negatively related to attitude towards the ad (Aad)

Ha6

Attitude towards the brand (Ab) is negatively related to attitude towards the ad (Aad)

Ho7

Attitude towards the ad (Aad) is negatively related to purchase intension (PI)

Ha7

Attitude towards the ad (Aad) is positively related to purchase intension (PI)

Ho8

Attitude towards the brand (Ab) is negatively related to purchase intension (PI)

Ha8

Attitude towards the brand (Ab) is positively related to purchase intension (PI)

Ho9

The relationship between Source Credibility (SC) and attitude towards the ad (Aad) doesn’t differ with consumer’s level of skepticism towards advertising (SKEP) Do I need this question?

Ha9

The relationship between Source Credibility (SC) and attitude towards the ad (Aad) differs with consumer’s level of skepticism towards advertising (SKEP) Do I need this question?

Ho10

The relationship between Source Credibility (SC) and attitude towards the brand (Ab) doesn’t differ with consumer’s level of skepticism towards advertising (SKEP) same here?

Ha10

The relationship between Source Credibility (SC) and attitude towards the brand (Ab) differs with consumer’s level of skepticism towards advertising (SKEP) same here?

Ho11

The relationship between Source Likability (SL) and attitude towards the Ad (Aad) doesn’t differ with consumer’s level of skepticism towards advertising (SKEP) same here?

Ha11

Likability (SL) and attitude towards the Ad (Aad) differs with consumer’s level of skepticism towards advertising (SKEP) same here?

Ho12

The relationship between Source Likability (SL) and attitude towards the brand (Ab) doesn’t differ with consumer’s level of skepticism towards advertising (SKEP) same here?

Ha12

The relationship between Source Likability (SL) and attitude towards the brand (Ab) differs with consumer’s level of skepticism towards advertising (SKEP) same here?

Ho13

The relationship between independent variables and purchase intention of the advertised brand (PI) doesn’t differ with consumer’s level of skepticism towards advertising (SKEP)? Will I use this only or the above ones as well? (is this right?)

Ha13

The relationship between independent variables and purchase intention of the advertised brand (PI) differs with consumer’s level of skepticism towards advertising (SKEP)? Will I use this only or the above ones as well?

Am I missing any more questions?

Table3.1: Formulation of research hypotheses

3.6 RESEARCH METHODOLOGY

3.6.1 Research Type

This research is analytical; deductive as the suggested model has been previously employed in Turkey and Hong Kong while in this research it is targeting Egyptian consumers of hot drinks products. The research is an applied research as it strives to recommend its results for FMCG manufacturers, as well as advertising agencies in Egypt. The research paradigm is quantitative in which data collection represents a sample of consumers of FMCG sector (using hot drinks category as an example) and hypotheses testing are applied. Also, the research is cross sectional as data is collected through a structured questionnaire from a sample representing various FMCG consumers in Egypt.

3.6.2 Data Collection Instrument and Source

The researcher collected the data on two stages as follows:

1-Qualitative Exploratory Research:

Seven semi structured qualitative interviews were conducted with subject matter experts such as marketers in manufacturing companies, advertising professionals in advertising agencies as well as freelancer marketers. The interview questions mainly aimed at discussing the current status of advertising industry in Egypt, identifying the factors influencing this industry, and exploring the possibility to implement any corrective actions in this regard. Discussing and ranking the constructs and dimensions present in the Yale Model of Persuasion and assessing their impact on advertising effectiveness were also points of discussion throughout the interviews (Detailed interviews are present in Appendix A).

2-Quantitative Research:

A survey was conducted through a structured questionnaire consisting of a total of nine sections. (A copy of the entire questionnaire is present in Appendix B).

In sections one and two in the questionnaire, respondents’ level of product involvement and category knowledge were assessed in order to ensure that respondents enjoyed an adequate level of each construct sufficient that both source credibility and source likability exert a considerable impact on them, although with different weight or impact.

Respondents’ product involvement (sometimes used as analogous message processing motivation) and product category knowledge were measured by five and four five-point bi-polar items adopted from scale used by Zaichkowsky (1985) and Shiv et al. (1997) respectively. These measures assess how personally relevant, interesting, involving, exciting and stimulating respondents’ participants find the product category being tested in the study. (α = 0.909), it also measured respondents’ level of knowledge about the price position, quality status, brand extension and market coverage of by their preferred brand versus other brands existing in the same category (α = 0.813). Do I need to mention anything about the threshold or number of questions selected that made me think that the level is satisfactory?

In sections three and four ; Source Credibility (SC) and Source Likability (SL) were measured by eight and six five-point bi-polar items, respectively, from scales used by Whittler and DiMeo (1991), Zhang and Buda (1999) and Ferran-Urdaneta (2000). SC assessed respondents’ opinions regarding how open-minded, reliable, credible, trustworthy, knowledgeable, expert, experienced and trained the source is perceived by them (α = 0.953), while SL assessed their opinions’ regarding how friendly, sincere, likeable, warm, charismatic and appealing the source is perceived to be by them (Cronbach’s coefficient alpha, α = 0.908).

In Sections five and Six; attitude towards the ad (Aad) and attitude towards the brand (Ab) were measured by six seven-point bi-polar items selected from scales by (Zhang 1996; Shiv et al. 1997), (Rossiter & Percy; 1980), (Smith & Swinyard 1983), (MacKenzie & Lutz 1989), (Mittal 1990) and (MacInnis & Park 1991).

Respondents were asked to evaluate the ad using the following measures good/bad, appealing/unappealing, likeable/not likeable, irritating/not irritating, pleasant/unpleasant, and interesting/not interesting (α = 0.848). Similarly, they were asked to evaluate the advertised brand using these measures good/bad, like/dislike, pleasant/unpleasant, satisfactory/unsatisfactory, superior/inferior and appealing/unappealing (α = 0.920).

In section seven; consumer’s intention to purchase the advertised brand (PI) was assessed by three five-point bi-polar items selected from the work of Zhang and Buda (1999), the measures used were likely/unlikely, probable/improbable, and possible/impossible (α = 0.911).

In section eight; consumers skepticism towards advertising was assessed by nine items selected from the scale used by Obermiller and Spangenberg’s (1998). These items assessed consumer’s perceptions of the following advertising functions dimensions: getting the truth, aim is to inform, is informative, is generally truthful, is a reliable source of information, is truth well told, presents a true picture, provides essential information, and leaves one feeling accurately informed (Obermiller and Spangenberg 1998).

The researcher employed Likert Scale for all the questions included in the questionnaire except for section nine as it was concerned with documenting the demographic profile of respondents such as respondents’ gender, age bracket, geographic location, educational background and income level.

A pilot phase was done to seven hot drinks consumers to assess the general understanding of the questionnaire to avoid any misunderstandings or vagueness among respondents while answering the questionnaire.

3.6.3 Questionnaire Mapping (I tried my best here after asking some people)

Minor Research Question

Alternative Hypotheses

Theoretical Framework Variables

Operationalization

Item in quest.

(MRQ1) To what extent does source credibility affect the consumer’s attitude towards the advertisements of Hot Drinks Category in Egypt?

Source Credibility (SC) is positively related to attitude towards the advertisement (Aad)

-Source Credibility (SC)

-Attitude towards the ad (Aad)

Relationship between SC and Aad

Q 5,

Q 7

(MRQ2) To what extent does source credibility affect the consumer’s attitude towards the advertised brand of Hot Drinks in Egypt?

Source Credibility (SC) is positively related to attitude towards the advertised brand (Ab)

-Source Credibility (SC)

-Attitude towards the brand (Ab)

Relationship between SC and Ab

Q 5,

Q 8

(MRQ3) To what extent does source likability affect the consumer’s attitude towards the advertisement regarding Hot Drinks in Egypt?

Source Likability (SL) is positively related to attitude towards the advertisement (Aad)

-Source Likability (SL)

-Attitude towards the ad (Aad)

Relationship between SL and Aad

Q 6,

Q 7

(MRQ4) To what extent does source likability affect the consumer’s attitude towards the advertised brand Hot Drinks in Egypt?

Source Likability (SL) is positively related to attitude towards the advertised brand (Ab)

-Source Likability (SL)

-Attitude towards the brand (Ab)

Relationship between SL and Ab

Q 6,

Q 7

(MRQ5) To what extent does consumers’ attitude towards the advertisement affect their attitude towards the advertised brand of Hot Drinks in Egypt?

Attitude towards the advertisement (Aad) is positively related to attitude towards the advertised brand (Ab)

-Attitude towards the advertisement (Aad)

-Attitude towards the advertised brand (Ab)

Relationship between Aad and Ab

Q 7,

Q 8

(MRQ6) To what extent does consumers’ attitude towards the advertised brand affect their attitude towards the advertisement of Hot Drinks in Egypt?

Attitude towards the advertised brand (Ab) is positively related to attitude towards the advertisement (Aad)

- Attitude towards the advertised brand (Ab)

-Attitude towards the advertisement (Aad)

Relationship between Ab and Aad

Q 7,

Q 8

(MRQ7) To what extent does consumers’ attitude towards the advertisement affect their purchase intension of the advertised brand of Hot Drinks in Egypt?

Attitude towards the ad (Aad) is positively related to purchase intension (PI) of the advertised brand

-Attitude towards the advertisement (Aad)

-Purchase Intention (PI) of the advertised brand

Relationship between Aad and PI

Q 7,

Q 9

(MRQ8) To what extent does consumers’ attitude towards the advertised brand affect their purchase intension of the advertised brand of Hot Drinks in Egypt?

Attitude towards the advertised brand (Ab) is positively related to purchase intension (PI) of the advertised brand

-Attitude towards the advertised brand (Ab)

-Purchase Intention (PI) of the advertised brand

Relationship between Ab and PI

Q 8,

Q 9

(MRQ9) Does the relationship between consumer’s perception of source credibility and their attitude towards the advertisement of Hot Drink differ as consumer’s level of skepticism towards advertising (SA) differs?

The relationship between Source Credibility (SC) and attitude towards the advertisement (Aad) differs with consumer’s level of Skepticism towards advertising (SA)

*(SA)

*(SC)

* (Aad)

Moderating effect of (SA) on relationship between (SC),(Aad)

Q5,

Q7,

Q10

(MRQ10) Does the relationship between consumer’s perception of source credibility and their attitude towards the advertised brand of Hot Drink differ as consumer’s level of skepticism towards advertising (SA) differs?

The relationship between Source Credibility (SC) and attitude towards the advertised brand (Ab) differs with consumer’s level of Skepticism towards advertising (SA)

*(SA)

*(SC)

* (Ab)

Moderating effect of (SA) on relationship between (SC),(Ab)

Q5,

Q8,

Q10

(MRQ11) Does the relationship between consumer’s perception of source likability and their attitude towards the advertisement of Hot Drink differ as consumer’s level of skepticism towards advertising (SA) differs?

The relationship between Source Likability (SL) and attitude towards the advertisement (Aad) differs with consumer’s level of Skepticism towards advertising (SA)

*(SA)

*(SL)

* (Aad)

Moderating effect of (SA) on relationship between (SL),(Aad)

Q6,

Q7,

Q10

(MRQ12) Does the relationship between consumer’s perception of source likability and their attitude towards the advertised brand of Hot Drink differ as consumer’s level of skepticism towards advertising (SA) differs?

The relationship between Source Likability (SL) and attitude towards the advertised brand (Ab) differs with consumer’s level of Skepticism towards advertising (SA)

*(SA)

*(SL)

* (Ab)

Moderating effect of (SA) on relationship between (SL),(Ab)

Q6,

Q8,

Q10

(MRQ13) Does the relationship between the independent variables and purchase intension differ as consumer’s level of skepticism towards advertising (SA) differs? Do I need this question

The relationship between Source Credibility (SC) , Source Likability and Purchase Intension (PI) of the advertised brand differs with consumer’s level of Skepticism towards advertising (SA)

*(SA)

* (SC)

* (SL)

* (PI)

Moderating effect of (SA) on relationship between (SC), (SL) (PI)

Q5,

Q6,

Q9,

Q10

Table 3.2: Questionnaire Map

Where to insert the first four questions? Or I don’t need to?

3.6.4 Sampling Method

The researcher employed two sampling methods:

1-The first sampling method was a non-probability judgmental sampling by the researcher who selected various experts in relevant industries such as marketing professionals either from hot drinks manufacturing companies or free lancers, experts in several advertising agencies were also selected. as listed in the table below:

Expert Name

Industry/Field

Expert Title

Mohamed ZaaZaa

Advertising

CEO of Inhouse Advertising Agency

Andre Abo Shaar

Advertising

Managing Director of AdMark Advertising Agency

Camilia Hamdy

Advertising

Creative Director at Look Grey Advertising Agency

Mostafa Balee3’

Hot Drinks Manufacturer

Marketing Manager in Nestle

Emad Sadek

Hot Drinks Manufacturer

Commercial Director of El Aroosa Company

Ahmed Nabil

Marketing and Management

Free Lancer Marketing Consultant

Table 3.3: Subject Matter Experts’ Profile

2-The second sampling method was a non-probability sampling using a structured questionnaire among 429 respondents, among which ….. were valid . The sample size was selected based on Krejcie & Morgan (1970) recommendations cited in Sekaran (2003) that the appropriate sample size should be at least 384 respondents because the hot drinks customer base in Egypt is roughly estimated to be 40 million consumers (data monitor, 2010). The researcher employed the snow ball method in collecting the requested data; after creating the survey online, the researcher sent direct e-mails having the survey link to friends and acquaintances that, in turn, spread the survey link among their circle of networks. The researcher also utilized social networks such as Facebook and LinkedIn as platforms to spread the survey among a wider base of respondents and also distributed hard copies among other respondents.

It is worth to mention that a pilot phase was conducted among some respondents with various different demographics to ensure common understanding of the topic and to resolve any ambiguity or misunderstanding, if present.

3.6.5 Data Analysis methods (I have no idea about this part, will we discuss it when we meet?)

The researcher had the collected data processed using SPSS V15 for various tests to be conducted as

Reliability test was conducted in calculated Cronbach’s alpha coefficient to confirm variable consistency and reliability of the questions measuring the independent variables.

Descriptive analysis elborating the data collected characteristics and calculating its mean,median and mode.Pie and bar charts were used to illustrate analyzed data per each independent and dependent variable

Normality test was conducted to confirm using the non parametric tests where the data doesn’t follow a normal distibution

Non parametric tests was then conducted to measure Spearman’s rho test to calculate the correlation between the dependent variable and the independent and intervieing variables assumed by the model.

Finally ordinal regression analysis were conducted to assess the effect of moderating variable testing the hypotheses.