Browsing by Author "Abel Berhanemeskel"

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    The Effect of Advertisement on Business Buying Behavior: Media Channel as a Moderator in the Case of Mg Prime Coat Product at Yonatan Bt Plc.
    (A.A.U, 2026-02-02) Abel Berhanemeskel; Abera Legesse
    The study aim to examine the effect of advertisement on business buying behavior: media channel as a moderator in the case of Mg prime coat product at Yonatan Bt plc. The study employed both descriptive and explanatory research design with quantitative research approaches. The primary data were collected from respondents through questionnaire from 315 employees of business of Yonatan Bt plc which is Jk construction, Ayat real estate, Psiphon real estate, Sunshine real state, Bacone home finishing and construction and Modern home finishing and construction. The collected data were analyzed with descriptive statistics using statistical package for social scientists and smart partial least square for moderator-mediation analysis. The findings reveal that impressiveness, understandability, creativity, and credibility significantly influence both business buying intention and behavior, while memorability exerts a stronger direct effect on behavior than on intention. Mediation analysis confirmed that intention serves as a critical link between most advertisement characteristics and business behavior, except for memorability, which bypasses intention and directly impacts buying decisions. Moderation analysis further demonstrated that broadcasting media amplifies credibility, printing media strengthens clarity and trust, and social media enhances memorability and comprehension. Overall, the study highlights the complex interplay between message qualities and media channels in shaping business responses. It underscores the importance of designing advertisements that are engaging, clear, creative, and credible, while strategically leveraging the strengths of different media platforms. By integrating creative quality with appropriate media strategies, marketers can enhance business engagement, strengthen brand associations, and drive purchasing behavior more effectively. Key Words: advertisement, Media channel, business buying intention