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Can Offensive Advertising Strategies Survive the Perceptions of the Millennial Muslims in Egypt?

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Can Offensive Advertising Strategies Survive the Perceptions of the Millennial Muslims in Egypt? CAN OFFENSIVE ADVERTISING STRATEGIES SURVIVE THE PERCEPTIONS OF THE MILLENNIAL MUSLIMS IN EGYPT? By Nihal Ismail Ahmed Ayad A thesis submitted in partial fulfilment of the requirements for the degree of Doctoral Research Degree Programme (PhD) in London School of Commerce Under the auspices of Cardiff Metropolitan University, Cardiff, UK Under the Supervision of Dr Jonathan Wilson Dr Chantal Hales ©2017 Nihal Ismail Ahmed Ayad ALL RIGHTS RESERVED ii ABSTRACT Nihal Ismail Ahmed Ayad: Can Offensive Advertising Strategies Survive The Perceptions Of The Millennial Muslims In Egypt? (Under the direction of Dr Jonathan Wilson and Dr Chantal Hales) This study explores what Millennial (Generation Y) Muslims in Egypt perceive as offensive in offensive advertising and the reasons behind their offence. It aims to define religiosity from their point of view and to investigate if it has an effect on their attitudes and purchase intentions/behaviours. Therefore, the study raised enquiries about key concepts such as the definition of offensive advertising, attitudes towards offensive advertising, religiosity and behaviours of Millennial Muslims in Egypt. The researcher explores the Millennial Muslims perceptions and attitudes towards offence, offensive advertising and religiosity through focus group discussions, one- to-one interviews and solicited diaries. The research design used in the study is an interpretivistic philosophy with an exploratory purpose, inductive approach and grounded theory strategy. The study revealed in-depth data concerning the Shababs’ profiles, characteristics, personalities, views on religion and religiosity and their attitudes towards offensive advertising. The research established that religiosity has no effect on the perceptions or behaviours of the Millennial Muslims in Egypt since parental influence has the greater effect even on their religiosity, which yielded two new behavioural models pertinent to the Millennial Muslims in Egypt. The Millennial Muslims in Egypt face depression caused by an identity crisis and an inferiority complex. This depression created a new behaviour in the Millennial Muslims in Egypt where offensive ads annoy/upset them but do not reach the severity of offending them. Consequently, a new list of offensive advertising themes/executions was created based on the Millennial Muslims perceptions of provocative ads. Finally, practical implications were given with ideas for future researchers. iii DECLARATION STATEMENTS This work has not previously been accepted in substance for any degree and is not being concurrently submitted in candidature for any degree. Signed: Nihal Ismail Ahmed Ayad Date: August 2018 STATEMENT 1 This thesis is the result of my own investigations, except where otherwise stated. Where correction services have been used, the extent and nature of the correction is clearly marked in a footnote(s). Other sources are acknowledged by footnotes giving explicit references. A bibliography is appended. Signed: Nihal Ismail Ahmed Ayad Date: August 2018 STATEMENT 2 I hereby give consent for my thesis, if accepted, to be available for photocopying and for inter-library loan, and for the title and summary to be made available to outside organisations. Signed: Nihal Ismail Ahmed Ayad Date: August 2018 iv ACKNOWLEDGEMENT First I am grateful to Allah for the good health and wellbeing that were necessary to complete my most important accomplishment till now and for giving me such a supportive and grand family without whom I could not be where I am now. I would like to show my sincere gratefulness to my Director of Study Dr Jonathan Wilson and my Supervisor Dr Chantal Hales for their unceasing support of my PhD study and my enquiries, for their perseverance, inspiration, and vast knowledge. Their supervision helped me throughout the whole research and the writing of this thesis. I could not have wished for better advisors and mentors for my PhD study. In addition to my advisors, I would like to thank Prof Nandish Patel for his perceptive comments and inspiration, but also for his hard questions, which pushed me to widen my research from various perspectives. I thank my fellow PhD students and now friends for the thought-provoking discussions, for the sleepless long nights we were working together, for all the endless online conversations and for all the fun and laughter; we have had in the last three years. In addition, I thank my directors and colleagues in the Arab Academy for Science, Technology and Maritime Transport. In particular, I am grateful to Dr Tarek Abdeen, Dr Marwa Tarek and Dr Ahmed Farouk for supporting me in all imaginable ways during the course of my research. SPECIAL DEDICATION To my family, I could not have done this without you. Thank you, Ismail Ayad, Hoda El Sobky, Youssef Abou-Youssef, Aisha Abou- Youssef, Ahmed Ayad and Fatma Badawy for being there for me and supporting me every step of the way. v TABLE OF CONTENTS Abstract iii Declaration statements iv Acknowledgement v Special dedication v List of Figures xii List of Tables xiii Chapter 1 Introduction 14 1.1 Introduction 15 1.2 Research Rationale 15 1.3 Background 16 1.4 Research Problem 18 1.5 Aim and Importance of Research 19 1.6 Organisation of the Thesis 21 1.7 Conclusion 23 Chapter 2 Literature Review 25 2.1 Introduction 26 2.2 Literature search protocol 26 2.3 The nature of offensive advertising 29 2.4 Defining offensive advertising 30 2.4.1 Classifying offensive advertising: the product itself 31 2.4.2 Classifying offensive advertising: the message content 33 2.4.3 Classifying offensive advertising: the target audience 34 2.4.4 Classifying offensive advertising: the social 35 consequence 2.5 Attitudes towards offensive advertising 36 2.6 Measuring Emotional response to Advertising 37 2.7 The Land of the Nile: Egypt 40 2.7.1 The advertising industry in Egypt 41 2.8 What is Islam? 43 vi 2.8.1 The M2A relationship 44 2.8.2 The M2AA relationship 46 2.9 Islamic population and growth 47 2.10 Islamic Business and Islamic Marketing 47 2.11 Religiosity, Culture, and Consumer Behaviour 53 2.12 Conclusion 58 Chapter 3 Research Methodology 60 3.1 Introduction 61 3.2 Pre-fieldwork Examination 61 3.2.1 Research Environment in Egypt 61 3.3 Research Paradigm 63 3.4 Research Questions 65 3.5 Research Framework 66 3.5.1 Researchers Positionality 67 3.5.2 Research Strategy 67 3.6 Research Method 69 3.6.1 Focus Group Discussions (FGD) 70 3.6.2 Semi Structured Individual Interviews (SSII) 72 3.6.3 Solicited Diaries (SD) 73 3.7 Sample Size and Structure 75 3.8 Sensitising the Framework 79 3.8.1 Fieldwork Variations 79 3.8.2 Semi-Structured Individual Interviews and Focus 82 Group Discussions 3.8.3 Solicited Diaries 83 3.9 Data Analysis 83 3.10 Research Quality and Ethical Dilemmas 85 3.11 Conclusion 88 Chapter 4 Data Coding and Analysis Process 89 4.1 Introduction 90 4.2 Grounded Theory Inductive Analysis 90 vii 4.3 The Research Environment 91 4.4 Data from the Focus Group Discussions 93 4.5 Data from the Semi-Structured Individual Interviews 96 4.6 Data from the Solicited Diaries 97 4.7 Data Analysis 98 4.8 Respondents Quotes 101 4.8.1 Choosing the right quote 101 4.8.2 Refining the quotes 101 4.9 Conclusion 102 Chapter 5 Analysis and Findings : The Respondents Profiles and 103 Characteristics 5.1 Introduction 104 5.2 The Millennial/Shabab generation 104 5.3 The Shabab Now 106 5.3.1 Dreams and Wishes 106 5.3.2 Worries, pessimism and reality 107 5.3.3 Hobbies and Activities 109 5.3.4 The TV versus the Internet 110 5.3.5 The Respondent’s perceived Identity 111 5.4 Conclusion 114 Chapter 6 Analysis and Findings: Islamic Religion and Religiosity 115 in Egypt 6.1 Introduction 116 6.2 Religion in Egypt 116 6.3 Religiosity in Egypt 118 6.3.1 The distorted views on Religiosity 118 6.3.2 Personal Definition of Religiosity 120 6.3.3 How Egyptians offend Islam as a religion 122 6.4 Conclusion 123 viii Chapter 7 Analysis and Findings: Offensiveness and offensive 124 advertising in Egypt 7.1 Introduction 125 7.2 Offensiveness 125 7.3 Reasons for offence 126 7.3.1 The Streets of Egypt 126 7.3.2 Egypt: the country 128 7.3.3 The media channels 130 7.3.4 Gender roles in Egypt 130 7.3.5 The parents 132 7.3.6 Emotions related to offence 132 7.4 Offending Islam 133 7.5 offensive Advertising 134 7.5.1 What the Shabab hate in Ads 134 7.5.2 Offensive products and themes 136 7.6 Examples of offensive advertising campaigns 139 7.6.1 Violence 140 7.6.2 Misuse of women 140 7.6.3 Innuendos of taboo words 141 7.6.4 Immorality 143 7.6.5 Charities 144 7.6.6 Undermining consumer’s intelligence 146 7.6.7 Examples from the Solicited Diaries 146 7.7 Purchase intentions 148 7.8 Conclusion 150 Chapter 8 Summary of Findings and Discussion 151 8.1 Introduction 152 8.2 Discussion Framework 152 8.3 The profiles and Characteristics of the Muslim Shabab in 153 Egypt 8.3.1 The Shababs’ self-concept 154 8.3.2 The Shababs’ identity crisis 156 ix 8.3.3 The Shababs’ dreams, wishes and worries 157 8.3.4 The Shababs’ hobbies and activities 158 8.4 Islamic Religion and Religiosity in Egypt 161 8.4.1 The Shababs’ perception of Islam 161 8.4.2 The Shababs’ perception of religiosity 162 8.5 Offensiveness and Offensive advertising in Egypt 165 8.5.1 Offensiveness 165 8.5.2 Offensive Advertising 167 8.5.3 Purchase Intentions 170 8.6 Conclusion 172 Chapter 9 Reflection, Recommendations and Conclusion 174 9.1 Introduction 175 9.2 Reflections on the research process 175 9.2.1 Pre-fieldwork challenges 175 9.2.2 Fieldwork challenges 176 9.2.3 Post fieldwork challenges 176 9.3
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