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Title: Impact of television advertising on consumers' purchasing decision in Can Tho city
Other Titles: Tác động của quảng cáo truyền hình đến ý định mua hàng của người dân thành phố Cần Thơ
Authors: Nha, Huynh Thanh
Long, Nguyen Thanh
Keywords: TV advertising
Purchasing decision
Can Tho city
Issue Date: 2019
Publisher: Can Tho University of Technology ; Can Tho Technical - Economic College
Abstract: This study aims to analyze factors influencing consumers’ purchasing intention via television advertising channels in Can Tho City. The research was conducted by interviewing 204 consumers living in Can Tho City. The results showed that content, sense of humor, music, repitition frequency, creditability, advertising messages, length of advertisements, and entertainment have a positive impact on consumers’ purchasing decision.
Description: Tạp chí Khoa học Trường Đại học An Giang – 2019, Vol. 7 (2), 21 – 29
Appears in Collections:Vol 07 (2)

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