Abstract
This study comparatively examines the perception of the main predominant religions in Angola. Islam, Christianity and Animism were analysed. Based on the research objective, a mixed methodological approach was adopted. We analysed 305 responses from the surveys applied to religious people in four provinces of Angola, namely Luanda, Benguela, Huíla and Huambo, as these are the cities with the largest number of religious institutions. There were also 21 interviews with the leaders of the three religions under study and 4 focus groups with a number of participants ranging from 6 to 12 in each group. The ANOVA test showed that the means of the religious groups (Christian religion - Roman Catholic, Protestant, other Christian churches; Islamic religion and animist religion) are different. Therefore, there is a difference between the religious groups in the perception of advertising on the internet, particularly adverts on social media [F(7.297)=2.101; p< 0.05] and websites [F(5.297)=3.930; p< 0.001]. Perceptions varied according to religion, suggesting that religious groups do not all have equal averages. Multiple linear regression was used to check whether the degree of religiosity and the degree of spirituality of religious people are able to predict the degree of trust in the adverts available on the internet. The analysis resulted in a statistically non-significant model [F(2.302)=1.762;P>0.01;R²=0.012], i.e. the model is no better than chance. Degree of religiosity (β= -0.102;t=-1.563;P>0.01) and Degree of spirituality (β=-0.011;t=-0.167;P>0.01) are not predictors for the degree of trust in internet adverts.
Presenters
Stover Eduardo EzequiasProfessor, ISCTE Institute of Public and Social Policies, Lisbon, Portugal
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Religious Commonalities and Differences
KEYWORDS
RELIGION, RELIGIOSITY, ADVERTISING MESSAGE AND INTERNET ADVERTISING
