Measuring the impact of television media share of voice on consumer-based brand perception case study: Ooredoo Algeria

Abstract

In a context of intensified competition within the Algerian telecommunications sector, where mobile operators often offer services perceived as similar, television visibility represents an important lever for building and reinforcing brand perception. This dissertation aims to evaluate the impact of television media Share of Voice on consumer-based brand perception of Ooredoo Algeria. More specifically, it assesses this impact through four dimensions: brand awareness, brand image, perceived quality, and brand preference among Algerian consumers. To achieve this objective, a quantitative method based on a hypothetico-deductive approach was adopted. A structured questionnaire was initially administered to 231 Algerian consumers exposed to television advertisements by mobile operators, among which 138 valid responses were retained for statistical analysis. This research was also enriched by a practical internship carried out at IMMAR Research & Consultancy, which allowed the researcher to observe professional practices related to audience measurement, advertising monitoring, and media visibility analysis in the Algerian market The collected data were processed using IBM SPSS Statistics for descriptive analysis and SmartPLS 4 for the assessment of the measurement and structural models through the PLS-SEM method. The results show that perceived television media Share of Voice has a positive and significant effect on the four studied dimensions of consumer-based brand perception. The strongest effect concerns brand image, which indicates that Ooredoo's television visibility mainly contributes to strengthening positive brand associations in consumers' minds. Therefore, it is recommended to maintain a coherent, credible, and regular television presence, supported by messages that highlight service quality and concrete consumer benefits. However, the limited sample size, the use of an exclusively quantitative method, and restricted access to objective or confidential media data constitute the main limitations of this research.