BSI Luxembourg ASBL
Château de Wiltz
Bertrand Kima is the director of the International Marketing Management Consulting Group (IMCG) based in Burkina Faso and holds a Master's degree in Communication and Marketing. For over a decade, he has worked as a marketing consultant for many companies in the UEMOA region.
He joined the Business Science Institute in 2015 and prepared his Executive Doctorate in Business Administration on the topic of “E-publicité et médias classiques : déterminants d’utilisation et facteurs d’influence sur le comportement d’achats, cas du Burkina Faso” [E-advertising and classical media: determinants of use and factors influencing purchasing behavior, the case of Burkina Faso].
In the words of Mr. Kima, “this very ambitious program meets my expectations because of the high quality of the teaching delivered by the international faculty and the availability of BSI in the support of its doctoral students.”
E-Publicité et médias classiques : déterminants d’utilisation et facteurs d’influence sur le comportement d’achats. Cas du Burkina Faso.
[E-Advertising and classical media: determinants of use and factors influencing purchasing behavior. Case of Burkina Faso.]
The digital revolution has upset the habits and behavior of businesses and consumers in Western countries. Although it has potential for Internet users, e-communication is little used in Burkina Faso as a means of prospecting, communicating and retaining corporate customers. The finding is the same for e-advertising as an integral part of e-communication.
This thesis was used to investigate the determinants of use and the factors influencing the buying behavior of e-advertising in Burkina Faso. It has taken two steps: an inductive approach to the analysis of the offer of e-advertising and a hypothetical-deductive approach to that of demand.
The first step is to analyze the knowledge of the attitudes and practices of e-advertising professionals in order to identify the factors explaining its use. From this analysis emerges the construction of a model of persuasion mechanism to the use of e-advertising based on the affect.
The second one was based on the model of acceptance of the e-advertising technology of Davis et al., 1989. The analysis of the model shows that the perceived value does not act on the training and attitude toward e-advertising. Use is also related to the affect and interest in information from services such as banking, finance, fashion, clothing, travel, tourism, health, etc.
In sum, we observe that in terms of both supply and demand, users base their use on affect and little on the intrinsic values (advantages or benefits) of the technology.
In general, the results confirmed certain assumptions. The results are discussed from a managerial perspective. They can guide communication agencies, the media, advertisers, regulators and public authorities in directing the advertising sector in Burkina Faso.