The Influence of Local Cultural Values in Advertising Content on Consumer Response to the Advertising Message: Field Study on the Saudi Arabian Youth Hostels Association (SAYHA)

Abstract

This study aims to determine the effect of Cultural values on consumers’ response to the advertising message as well as to investigate the statistical differences in the research variables according to some Demographics factors.
The study population consists of The Saudi Arabian Youth Hostels Association (SAYHA), and the accidental sample method was used in the study, which reached (106) Member. The descriptive methodology is used and the questionnaire is the key tool to collect the primary data.
The study reached a set of important results, the most prominent of which were: it was found that there is a statistically significant positive effect of Cultural values in consumers’ response to the advertising message and it was also found that there are statistically significant differences in consumers’ attitudes towards response due to the difference in Social status.
Finally, the study suggested a set of recommendations, including The necessity to review the design of advertising strategies which Conflicting with cultural values and interest in the cultural direction within the content, and also not to rely too much on the indicators of responding to the advertising message, on demographic differences based on (Geographical area), As well as not to rely too much on the local dialect in the advertising message and moving away from the classical Arabic language, and focus more on providing advertising content that is culturally appropriate, among the recommendations is the need to show respect for religious values within the advertising campaign and not to collide with them. This avoids the organization’s social boycott campaigns or stop the campaign before the end of its scheduled period.