Browsing by Author "Warille, Jackline"

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    Examining the Role of Advertisement on Consumer Brand Preferences in Central Equatoria State, in Juba South Sudan
    (Cross Current International Journal of Economics, Management and Media Studies, 2025-06-13) Warille, Jackline; Wanyama, Kadian Wanyonyi
    This study investigates the influence of advertising on consumer brand preferences in Central Equatoria State, focusing on Juba. Employing a mixed-methods approach that combines quantitative surveys and qualitative interviews, the research explores how diverse advertising channels such as social media, television, radio, and print media affect consumer perceptions, loyalty, and purchasing behavior. The findings indicate that emotionally engaging and culturally relevant advertisements significantly enhance brand preference; 68% of respondents reported that campaigns resonating with local symbols and narratives are more memorable and persuasive. Social media platforms like Facebook and WhatsApp emerged as the most influential digital channels, reaching approximately 72% of urban youth aged 15–35, while television remains a primary information source for 60% of respondents across age groups. Despite the growing dominance of digital media, traditional outlets like radio continue to play a vital role, especially among rural and lower-income populations, with over 70% of households tuning in regularly. The study emphasizes that personalized and culturally tailored advertising strategies outperform generic approaches in Juba’s emerging market, fostering stronger emotional connections and higher brand loyalty reported by 55% of participants as a key factor in their purchasing decisions. Given the economic instability and low consumer purchasing power, integrating local cultural elements and segmenting audiences based on socio-economic status can enhance advertising effectiveness. The research recommends prioritizing digital channels, particularly social media, and developing culturally sensitive campaigns to build trust and loyalty. Additionally, promoting media literacy programs can empower consumers to make informed choices. Overall, targeted, emotionally resonant, and culturally relevant advertising strategies are crucial for strengthening brand presence and market growth within Juba’s evolving economy.
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    Impact of Digital Advertising on Brand Preference among Young Consumers in Central Equatoria, Juba, South Sudan
    (Cross Current International Journal of Economics, Management and Media Studies, 2025-06-13) Warille, Jackline; Wanyama, Kadian Wanyonyi
    This study examines how digital advertising influences brand preferences among young consumers in Central Equatoria, Juba, South Sudan. Utilizing a mixed-methods approach that combines quantitative surveys and qualitative interviews, the research investigates the impact of various digital channels such as social media, online videos, SMS marketing, and mobile advertisements on young consumers’ perceptions, loyalty, and purchasing behaviours. The findings reveal that culturally relevant and emotionally engaging digital advertisements significantly enhance brand preference; 72% of respondents indicated that social media campaigns featuring local symbols and narratives are more memorable and persuasive. Facebook and WhatsApp are identified as the most influential platforms, reaching approximately 75% of urban youth aged 15–35, while traditional media like radio remains relevant for some segments, especially in rural or lower income groups, with over 70% of households tuning in regularly. The study emphasizes that personalized, culturally sensitive digital advertising strategies outperform generic campaigns, fostering emotional connections and higher brand loyalty 55% of participants reported that such advertising influences their purchasing decisions. Given South Sudan’s economic challenges and low disposable income, segmenting audiences and integrating local cultural elements into digital campaigns can improve effectiveness. The research recommends prioritizing social media marketing, developing culturally tailored content, and promoting media literacy programs to empower consumers. Overall, targeted digital advertising that resonates emotionally and culturally is vital for strengthening brand presence and enabling market growth in Juba’s evolving economy.