Dissertations / Theses: 'Attitude towards ad'

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Valenzuela, Christine. "Examining Consumers' Perception and Attitude towards Different Product Settings Presented within Advertisements." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-41179.

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Today, it has become increasingly challenging for firms to communicate with their target audiences, due to the amount of media noise present in the contemporary market. In this study, the author examines how consumers perceive different product settings that are presented within advertisements, and how this affects their attitude toward the ad, with hopes that it will lead to new insights on how the visual element of product setting can be enhanced to create messages that better connect and resonate with consumers in today’s overcrowded market. Using previous literature on Sensory Marketing, Advertising Perception, and Advertising Attitude as basis, a matrix that shows different combinations of product setting was generated, which allowed the author to examine how consumers perceive different typesof product settings. The findings suggest that consumers perceive product settings that aid mental imagery and ads with balanced complexity very positively in their evaluation of advertisements. Ad information, pleasure, and its ability to produce a mental imagery were all found to be keys in garnering positive attitude, and combining these three elements together in one ad has been shown to be the most effective in gathering the highest positive attitude towards the ad. The essay ends by discussing the theoretical and practical implications of these findings, and recommendations for future research.

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Lemos, Carolina Perestrelo de. "How CSR claims in advertising affect children’s preferences and purchase intentions." Master's thesis, NSBE - UNL, 2014. http://hdl.handle.net/10362/11785.

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A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
This research project aims at studying the impact of the use of CSR claims in advertising towards children, by analyzing the impact of different executional cues of an advertisement created for this purpose. We measured the impact on the following independent variables: attitude towards the product and the advertisement, perceived healthiness of the product, package evaluation and purchase intention. An experiment was conducted with 193 children from 10 to 12 years old, controlling the individual variables related to environmental concern and previous social responsible behaviour of the child. Results showed significant correlations between the independent variables analyzed, and a negative impact in attitude towards the product caused by the introduction of two CSR claims in the case of girls. Moreover, the high level of environmental concern and participation of children was confirmed. Based on these results, some lines of actions are suggested.

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Sarkar, Baishali. "Attitude and intentions towards verbal message and brand stimuli in print AD." Master's thesis, Universidade de Aveiro, 2013. http://hdl.handle.net/10773/10649.

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Mestrado em Gestão
Atualmente, torna-se muito importante para as empresas decidirem como o anúncio do bem ou serviço deve ser. Atrair clientes até um determinado limite não é muito difícil, mas para alcançar um grande número de clientes o processo de atração não é muito fácil com fortes concorrentes. Neste estudo, vamos analisar o impacte de mensagens escritas e de marcas como estímulos em anúncios impressos para os consumidores Índianos e Português. Propomos um modelo para analisar como um anúncio impresso motiva a mente do cliente para ter uma atitude positiva e intenções favoráveis para o produto em dois países com culturas differentes: Portugal e Índia. Selecionamos um produto: Café, que é muito popular e “famoso”, especialmente para a geração de jovens de ambos os países. Os resultados mostram que a presença da marca pode ser mais eficaz do que mensagens impressas em anúncios publicitários.
Nowadays, it becomes very important for the companies to decide how the advertisement of the goods or service should be. Attract customers to a certain limit is not very hard, but to gain the feedback from a huge number of customers with strong existing competitors is not very easy. In this study, we are going to analyze the impact of print statements (messages) and brands as stimuli in print advertisements on Indian and Portuguese consumers. We propose a model to analyze how a print advertisement motivates the consumer mind to have a positive attitude and intentions to the product in two different cultural countries: Portugal and India. We have selected one product: coffee, which is very popular and famous especially for young generation of both countries. Findings show that brand presence could be more effective than messages printed in advertisements.

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Rahavard, Farshad, and Lars Andreasson. "Online Marketing : A study of users’ attitudes in the context of Blogs and Communities." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-1344.

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The Internet has opened up new opportunities for companies to market and sell their products online. In the early days of internet marketing and still some of the more widely used methods are Pop-ups and Banners. Earlier research and academic studies have proven these methods of being perceived as irritating and more or less ignored. With this in mind, marketers have been searching to find new and alternative ways of marketing, in addition to the traditional methods. Eventually, when the trend of blogs and communities began growing, so did the companies interests towards them. Because of the new possible forms of marketing online, and due to the companies increasing effort of receiving better value regarding their advertisement budget, the purpose of this thesis is to examine if marketing on sites such as blogs and communities are more positively perceived upon among internet users. In some cases, this has been examined in relation to the more traditional means of online marketing. Furthermore, we examined whether or not the tailoring of advertisements had more effect on users, and if there were any differences in the general perception of blog- and community advertisements among male and female consumers.

The empirical data needed was gathered quantitatively through an online survey, based on the consumer point of view of this matter. As it became difficult to attain any response from users of internet blogs, the study became more focused on communities and forums. The survey was placed on three communities within current areas of interest; Home electronics, Sports and training, and Family life. Furthermore, a conceptualization was made out of the theoretical chapter, and was used for the analyzing of the data.

The results indicate that a majority of the respondents are more positive towards advertisements on blogs and communities, as well as customized advertisements within these mediums. It was further found that these advertisements did not disrupt the surfer’s flow as much as traditional mediums. The findings also show that a majority of the respondents are aware of online advertisements in general, and just as many have developed a dislike towards them. However, the male respondents have a more positive view of advertisements on blogs and communities, than the female. The same finding appeared in regard to tailored ads; while male consumers consider these as more acceptable, the female respondents have an indifferent opinion. To the question of why advertisement on these mediums were more regarded upon, the most common response was due to these ads being considered as more related to their interests. Conclusively, tailored ads that are developed and placed in relation to the website and its content have a larger effect on internet users, than do random advertisements.

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Appelqvist, Carolina, Henrik Harplinger, and Christian Kindqvist. "Fairtrade - A fair trademark for ICA and Lidl?" Thesis, Jönköping University, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-9736.

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Purpose: The purpose of this thesis is to investigate if and how the presence of Fairtrade promotion can change the attitude towards the stores, ICA and Lidl.

Background: People‟s attitude towards the brand Fairtrade is predominantly positive and by providing these socially beneficial products, stores wish to strengthen their brand image by communicating their social responsibility through the message of Fairtrade. Previous research has shown that the socially responsible actions of a company can result in an enhanced brand attitude, but also in some cases, the actions taken have had a diminished effect on the attitude towards a brand. It is therefore of interest to research which stores that can gain from Fairtrade promotions in terms of an improved attitude towards the brand.

Method: To answer the purpose, a mixed method sequential explanatory design was applied, by collecting quantitative data from an experiment, and qualitative data from a follow-up interview. The emphasis was put on the quantitative phase, where four different experimental groups were manipulated with different internet advertisement; ICA and Lidl, with the presence and absence of Fairtrade promotion.

Conclusion: The outcome of the study signified that the attitude towards Lidl was somewhat negative with the absence of Fairtrade and declined with the presence of Fairtrade promotion while the attitude towards ICA did not change regardless of promotion. The results indicate that Fairtrade can not be successfully used as a system of changing brand attitude of a store, if customers do not consider it to be congruent with the initial brand image. It is supported that consistency is the key to success for a brand to be believable and enhance the brand attitude.

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Qader, Muhammad Zeeshan. "The role of globalization, embarrassment, self-brand connection on attitude towards sex appeal in advertising : the case of Muslim women." Thesis, Aix-Marseille, 2014. http://www.theses.fr/2014AIXM1037.

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Cette thèse propose des réponses aux questions qui font l'objet des préoccupation et des intérêts des gestionnaires de marques occidentales mondiales qui veulent s'assurer que leurs produits ne sont pas boycotté par les populations locales dans les pays arabes ou musulmans . Une expansion mondiale de ce phénomène a été vue dans la révolution sexuelle des années 1960 et par conséquent reflétée dans la publicité de l'époque à la télévision, radio, presse écrite et panneaux publicitaires. Malgré son utilisation répandue, il existe cependant certaines conséquences sociales et éthiques ainsi que nous assistons à une hausse des critiques de la part des consommateurs, des groupes religieux et des associations de parents, en particulier dans le monde arabo-musulman. Pourtant, son utilisation et les ramifications sur les musulmans, un segment de plus de 2 milliard de consommateurs reste largement négligé. On peut faire valoir que l'utilisation de sex-appeal dans la publicité peut offenser et même chasser les consommateurs qui considèrent les thèmes occidentaux et les modèles de rôles de genre en conflit direct avec leur culture locale. Afin de comprendre le processus de prise de décision complexe derrière ce phénomène, une recherche minutieuse est nécessaire pour développer une approche multidimensionnelle en tenant compte de toutes ces constructions. Bien qu'il n'est pas contraire à la loi dans la plupart des pays musulmans d'utiliser du matériel sexuellement explicite dans la publicité, les annonceurs doivent être las des répercussions du nationalisme croissant et la ferveur religieuse dans les pays musulmans
There is a greater emphasis on the need to explore the use of sexual content due to globalization and the resulting standardization of advertising content. In our effort to bridge the gap identified by several prominent academicians and practitioners, we endeavored to examine how Muslim women respond to sex appeal in print advertising. The choice of using print ads in our study was due to it being more frequently used and in a more explicit fashion. Our research takes a mix-method (qualitative and quantitative) approach, allowing us to begin with an exploratory phase (qualitative) to identify themes that are associated with sex appeal in the minds of Muslim women. We started off with in-depth interviews in Morocco, Turkey and UAE, providing us with 100 interviews overall. On this basis we formed a conceptual model with globalization, self-brand connection and embarrassment as the independent variables. Religious conviction served as a moderator in the relationship between globalization and attitude towards the ad. We also looked at how these factors influence purchase intention. We provide all the results from Morocco and UAE which show that both globalization and self-brand connection have a significant positive relationship with attitude towards the ad. While embarrassment was found to have a significant negative relationship with attitude towards an ad with sex appeal. We also found compelling evidence for Muslim women's preference for a European, blonde blue-eyed model over a local Muslim model in sexually suggestive ads. At the end we discuss the possible reasons for our results in the light of existing literature and provide directions for future research

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Ekman, Vråmo Matilda, and Haglund Eveline Castillo. "Kan jämställdhet vara en möjlighet? : Hur användning av Femvertising påverkar varumärkesimage." Thesis, Linköpings universitet, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-139071.

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Bakgrund: Spridningen av feministiska budskap och firandet av kvinnors mångfald har lett till att en ny kategori av marknadsföring har uppkommit, kallad Femvertising. Det finns en osäkerhet i hur reklam som använder sig av denna reklamform uppfattas av konsumenter, vilket gör det intressant att undersöka huruvida konsumenters attityder samt associationer kopplade till ett varumärke påverkas vid användning av Femvertising. Syfte: I detta examensarbete studeras relationen mellan Femvertising och varumärkesimage. Syftet med studien är att undersöka hur unga konsumenters uppfattning av ett varumärkes image i termer av varumärkespersonlighet, varumärkesattityd och reklamattityd påverkas vid exponering för Femvertising. Vidare kommer en kartläggning av skillnader mellan unga manliga konsumenter och unga kvinnliga konsumenter att göras gällande ämnet. Metod: Studien är baserad på en kvantitativ metod med en deduktiv ansats, där datainsamlingen skett i form av ett experiment med en efterföljande enkät. För att besvara studiens frågeställningar bearbetades insamlad data i Excel och SPSS. Slutsats: Studien har identifierat att användning av Femvertising leder till att ett varumärkes image präglas av uppriktighet enligt unga konsumenter. Unga konsumenter har positiva attityder både gentemot reklamen och varumärket men uppfattningen om ett varumärkes image kan inte antas skilja sig åt mellan unga kvinnor och män vid användning av Femvertising. Unga kvinnor uppvisar en högre grad av positiva attityder både gentemot reklamen och varumärket i jämförelse med unga män men det bör understrykas att Femvertising även ger positiva effekter på varumärkesimage enligt unga män.
Background: The spreading of feminist messages and the celebration of women's diversity has led to the emergence of a new category of marketing called Femvertising. There is an uncertainty about how advertising that employs this category is perceived by consumers, making it interesting to investigate whether consumers' attitudes and associations connected with a brand are affected using Femvertising. Purpose: In this master thesis the relation between Femvertising and Brand Image is examined. The purpose of the study is to investigate how the perception of a Brand Image in terms of Brand Personality, brand attitude and attitude towards the ad is affected by exposure to Femvertising according to young consumers. Furthermore, an identification will be made of the differences between young male and female consumers regarding the mentioned subject. Method: The study is based on a quantitative method with a deductive approach, where the data collection took place in the form of an experiment with a subsequent survey. In order to answer the research questions, the collected data was processed in Excel and SPSS. Conclusion: The study has identified that the use of Femvertising leads to a Brand Image characterized by sincerity by young consumers. Young consumers have positive attitudes both to the advertisement and the brand, but the perception of a Brand Image cannot be expected to differ between young women and men when using Femvertising. Young women present more positive attitudes both towards the advertisement and the brand in comparison with young men, but it should be emphasized that Femvertising also has positive effects on brand image according to young men.

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Yamashita, Kyoko, and Emma Stenson. "Sexually Objectified Male Portrayals in Fashion Advertisements : Swedish Male Adults Perspectives and Attitudes towards the male portrayals and its Effects on Brand Image." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-22007.

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Background: For decades, gender representation in advertising has occupied the attention of researchers, where especially advertising that depicts women sexually has been well examined. However, relatively few research works have investigated the sexualization and objectification of men in advertising, although it is starting to change. Research Purpose: The purpose of this research is to analyze Swedish male's perspectives of male representations in fashion advertising, specifically, sexualized, and objectified male representations and its effects on brand image. Methodology: For this study, a qualitative research method with a deductive approach was applied. The data collection was conducted through semi-structured interviews, using a topic guide based on the proposed analytical framework by Edell & Burke. 17 stimulus in the form of advertisements were chosen from internationally well-known brands as well as Swedish brands within the time frame of the last ten years, from 2013-2019. 17 semi-structured, in-depth interviews with Swedish male adults between the ages of 25-57 were conducted. Findings: The findings, in relation to RQ1, showed that the aspects emphasized by Swedish male adults in discussing sexually objectifying images of men in advertising are: “lack of reality”, “body focus and lack of purpose”, “lack of new-thinking” and “lack of inclusion and self-identity with brands”. The findings, in relation to RQ2 showed that the men’s negative feelings, judgements, beliefs and attitudes about and towards most of the brands and advertisements resulted in a negative or ambivalent brand image. An exception to this was the men’s positive feelings, judgements, beliefs and attitudes towards the American Eagle and Dressman which resulted in mostly a positive brand image. Conclusion: In conclusion, the findings of this thesis confirms firstly that the aspects emphasized by Swedish male adults in discussing sexually objectifying images of men in advertising are: “lack of of reality”, “body focus and lack of purpose”, “lack of new thinking” and “lack of inclusion and self-identity with brands”. Secondly, Swedish men’s attitudes towards sexually and objectified males in fashion advertisements resulted in a positive, negative, or alternatively, an ambivalent brand image being created, depending on the context the brand image was analyzed from. Theoretical Contributions: This thesis contributes in several ways theoretically to literature on the topic of advertising, gender stereotyping and sexualizatiom in relation to the advertising of males. Firstly, it highlights a modern phenomena which has been overlooked in previous research. Secondly, it contributes to new areas of consumer attitudes, in this case Swedish male adults, which has not previously been thoroughly investigated. Lastly, this thesis contributes with updated, descriptive as well as specific information on the phenomena and ultimately creating and generating a better understanding of the phenomena: sexualized and objectified men in fashion advertising and the effects it has on brand image.

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Åslund, Isabelle, Jenny Ridåker, and Leila Yassin. "PODVERTISING : -Swedish Attitudes towards International Ad-spots in Podcasts." Thesis, Växjö University, School of Management and Economics, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:vxu:diva-705.

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For years companies have fashioned communication strategies based on print, radio, and TV

to broadcast their message. But times are changing. This is the Internet era and this, together

with the fact that consumer electronics business has exploded in the recent years and that new

digital technologies have produced offspring, have lead to more media opportunities than ever

before. One of the latest inventions in interactive media technology is podcasting. It seems

like podcasting is here to stay and it is time for forward-thinking marketers to start looking at

podvertising.

Our purpose is to examine the attitudes towards international ad-spots in podcasts among

Swedish podcast users. This we do by asking the research question ‘Is the use of international

ad-spots in podcasts a viable marketing strategy in the Swedish market? Why?’

Based on our theoretical framework, we have identified aspects about advertising in general,

podvertising and attitudes towards them both. We have also identified aspects that show how

attitudes differ among age cohorts. These aspects were then tested on Swedish podcast users.

We can conclude that there are both advantages and disadvantages for international

companies that wish to use international ad-spots in podcasts as a marketing strategy in

Sweden. Most podcast users are young and do not like advertising, especially not advertising

in podcasts. They rather search for information themselves; hence infomercials in the form of

podcasts could be a better alternative for companies to use to attract the younger audience.

Generation X was less negative to the thought of being exposed to international ad-spots in

podcasts and this could indicate that international ad-spots could be a part of a strategy when

targeting this generation. However, if you consider the fact that international ad-spots are

either standardized or adapted to the country where they were produced, the effectiveness of

them can be questioned.

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Begin, Georgia. "Attitudinal Antecedents of the First- and Third-Person Effect of Alcohol Advertising On College Students." Scholar Commons, 2005. http://scholarcommons.usf.edu/etd/3770.

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Data collected from a survey questionnaire via personal interviews among 488 college students was used to examine relationships among attitude toward alcohol advertising, attitude toward alcohol beverages, perceived influence of alcohol advertising on oneself, perceived influence of alcohol advertising on others, and attitude toward restrictions of alcohol advertising. Results supported the hypothesized direct effect of advertising attitudes and product attitudes on attitude toward restrictions. Also supported was the indirect effect of advertising and product attitudes on attitudes toward restricting alcohol advertising via such mediators as perceived influence of the ads on self and others using the theories of first- and third- person effects. Implications for future research, public policies, and marketing practices - including responsibility marketing - are discussed.

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Hoempler, Aliaga Katherine Dajhana, and Alarcón Karla Miluska Chipana. "Efecto del Influencer marketing en la moda a través de Instagram para las Mypes en Lima Moderna." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/626094.

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El presente trabajo de investigación tiene como objetivo principal determinar si existe una relación entre la actitud del consumidor hacia el anuncio y la intención de compra generada por el influenciador de moda en Instagram, para las MYPES en Lima Moderna. El panorama actual propone la implementación del “Influencer Marketing” como una estrategia impulsora frente a un mercado global en el cual el consumidor está más informado y confía en opiniones de expertos que brindan sus experiencias de moda. Surge entonces la necesidad de que las micro y pequeñas empresas logren comprender la importancia del Marketing Digital dentro de su plan estratégico, con el fin de incrementar su cartera de clientes y ser más competitivos en el mercado global. En base a ello, las MYPES en Lima moderna utilizarán influenciadores en redes sociales que generan mayor credibilidad en los usuarios. Sin embargo, en Lima Moderna aún existe indiferencia hacia el Marketing Digital. Es por ello que resulta fundamental lograr que las MYPES conozcan el efecto que tiene el Marketing Digital sobre el consumidor actual. También se buscó identificar quienes son los influenciadores de moda más seguidos por los jóvenes. Asimismo, a partir del análisis de regresión múltiple utilizado en la herramienta SPSS, se demostró que todas las variables usadas en el presente estudio influyen en la intención de compra.
The main objective of this research work is to determine if there is a relationship between the attitude of the consumer towards the advertisement and the purchase intention generated by the influence of fashion on Instagram, for the MYPES in Modern Lima. The current scenario proposes the implementation of "influence marketing" as an impulsive strategy against a global market in which the consumer is more informed and confident in the opinions of the experts who provide their fashion experiences. The need arises for micro and small companies to understand the importance of Digital Marketing within their strategic plan, in order to increase their client base and be more competitive in the global market. In this sense, the MYPES in Lima will used that strategy to improve the credibility of users. However, in Modern Lima there is still indifference towards Digital Marketing. That is why it is essential to achieve that the MYPES join the effect that Digital Marketing has on the current consumer. We also seek to identify who is the fashion influence most followed by young people. Likewise, from the multiple regression analysis used in the SPSS tool, it was shown that all the variables under study influence purchase intention.
Tesis

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Ghanimi, Ziad. "Sponsorship advertising effects of source, narration mode and involvement with the sponsored activity on attitude toward the sponsorship, attitude toward the ad and attitude toward the sponsor /." [Gainesville, Fla.] : University of Florida, 2006. http://purl.fcla.edu/fcla/etd/UFE0015784.

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Lacroix, Caroline. "La générativité du consommateur." Phd thesis, Université de Grenoble, 2011. http://tel.archives-ouvertes.fr/tel-00694005.

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Le concept de générativité, soit la préoccupation des adultes à l'égard du bien-être des générations futures, a fait l'objet de nombreuses études en psychologie sociale depuis les années 1950. En parallèle, plusieurs entreprises positionnent leurs produits et services comme génératifs, une réalité qui n'a toutefois pas été examinée d'un point de vue académique en marketing. Afin de remédier à cette lacune, nous proposons l'introduction formelle du concept de générativité dans la littérature marketing, ainsi que le développement d'une échelle de mesure entièrement dédiée à la générativité du consommateur. Nous analysons également les effets du positionnement génératif des produits sur le comportement du consommateur. Les résultats de la première étude ont montré que le positionnement génératif affectait positivement et significativement les attitudes envers le message et le produit, ainsi que les intentions d'achat. Ces effets étaient encore plus importants lorsque la publicité ciblait des consommateurs fortement génératifs. De plus, la construction de l'échelle de la générativité du consommateur a mis en évidence la présence de deux dimensions de la générativité : communale et agentique. L'analyse de la validité prédictive de l'échelle a de nouveau montré l'importance de cibler des personnes fortement génératives dans le cas de produits positionnés comme génératifs. Toutefois, l'analyse du type de positionnement génératif, du lieu de contrôle et du revenu familial comme modérateurs n'a pas révélé de relations statistiquement significatives. Notre recherche a néanmoins montré que les consommateurs mariés étaient plus génératifs que les célibataires, et que seules les personnes possédant un revenu familial confortable ou élevant des enfants possédaient un indice élévé de générativité communale. Qui plus est, les pères étaient plus génératifs sur le plan agentique que les mères. Ces résultats pointent également l'importance d'identifier le type de générativité du consommateur (communal ou agentique).

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Harris, Ainslie J. "A model of key characteristics affecting consumer attitudes toward the usage of free legitimate ad-supported music download services." Thesis, Robert Gordon University, 2013. http://hdl.handle.net/10059/846.

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Digital music file sharing has had a significant negative financial impact on the recorded music industry, causing multi-billion dollar losses over the past decade. In a world where file sharing is now an activity that can be carried out with ease, industry stakeholders are continuously looking for ways to profit from changing consumer behaviour. To date, literature has looked at why people illicitly download (e.g. motivations, ethical considerations), the financial impact of file sharing (e.g. lost revenue), legal approaches to combatting file sharing (e.g. what approaches work, if any), and new business models for paid services (e.g. price sensitivity, value propositions). Academic literature has thus far largely focused on how to eliminate file sharing and convert illicit downloaders to paid platforms, but has not examined the potential for converting illicit downloaders to a free legitimate, platform. This thesis is the first piece of academic literature to consider free legitimate adsupported music download services as a way of monetizing downloaders’ free consumption behaviour, specifically by identifying key service characteristics that influence consumers' attitudes toward using such services, and providing a rich contextual understanding of the perceived importance and value of such characteristics. A sequential mixed methods approach was used to explore this topic and develop and validate a conceptual model. The primary research stages consisted of in-depth interviews, group interviews, and an online survey. This thesis shows there is potential for mainstream consumer adoption of free legitimate ad-supported music download services, with the caveat that the services be as good as or better than those (free services) already used. Several characteristics were found to be important influencers of attitudes in this regard. Some characteristics were found to be very important (perception of a large enough music catalogue, freedom of use of downloaded files, delays caused by advertising not being perceived as excessive), some were found to be less important (ease of navigation/use, perceived trustworthiness of the service), and some were found to be not at all important (ability of the service to recommend music, social networking facilitation via the service). While this thesis identifies what an ‘ideal’ service looks like for consumers, it also finds that tension exists in the economic relationship between consumer behaviour and ideals, and what industry is able to viably deliver in an adsupported service. The structure and conditions of today’s marketplace are such that the fundamental economic viability of free ad-supported music download services is brought into question, irrespective of whether such a service can meet consumers’ needs. While this thesis is specifically concerned with music download services, the model developed within it could be tested for other online content services such as streaming music or video, and video download services.

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Adil, Safaa. "Influence de la présence d’un personnage, d’un visage et de la direction du regard en communication publicitaire." Thesis, Rennes 1, 2015. http://www.theses.fr/2015REN1G025.

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Cette recherche a pour objectif d’examiner l’influence de la présence, dans des annonces presse, d’un personnage, d’un visage ou de la direction d’un regard sur l’attention portée à cette annonce ainsi que sur la mémorisation et les évaluations de cette annonce. Afin d’éprouver nos hypothèses quatre expérimentations ont été menées. Dans l’une d’entre elles un système eye-tracking a été utilisé permettant de mieux cerner les processus attentionnels. Pour nous rapprocher des conditions d’exposition habituelles à la publicité, les annonces presse ont été dissimulées dans un magazine fictif. Les résultats obtenus montrent que la présence du personnage ou du visage (versus leur absence), ainsi que le regard dirigé vers le produit (versus le regard dirigé vers l’observateur), exercent une influence sur l’attention portée à l’annonce, la mémorisation de son contenu et son évaluation
This research aims to examine the influence of the presence in a print advertisement of a character, a face or a gaze direction (gaze directed toward the product versus gaze directed toward the observer) on attention toward the advertisement, the memorization and the evaluation of the advertisement content. To test our hypotheses, four experiments were conducted. In one of these experiments an eye-tracker has been used to better measure attentional processes. In order to approach the ordinary conditions of exposure to advertising, print advertisements were inserted in a fictive magazine (folder test procedure). The results show that the presence of the character or the face (versus their absence) and the gaze directed toward the product (versus gaze directed toward the observer) improve the attention toward the advertisement, the memorization and the assessment of advertisement content

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Decker, Cole R. "Brand personality, congruency, and net promoter score: A university case study." Ohio University Honors Tutorial College / OhioLINK, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1460375965.

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Li, Ming Fen, and 李明芬. "The influence towards ad attitude, brand attitude and purchase intention -- from the perspective of the consistency between framing and endorser in female hygiene product ad." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/95965903894959033295.

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Kavadas, Constantina. "The effects of risk disclosure and ad involvement on consumers' recall, behavioral intentions, attitude towards the ad and brand in DTC advertisements." Thesis, 2003. http://spectrum.library.concordia.ca/1969/1/MQ77956.pdf.

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During the past decade pharmaceutical companies have increased their direct to consumer advertising (DTC). Unlike advertisements of other products, these ads contain both the benefits and potential risks of the product. Similar to ads employing fear appeals as a method of persuasion, theories in fear appeals may be used to predict and explain the behavior of consumers exposed to varying amount of risk information. An experimental study was performed to examine the impact of risk disclosure variations in print ads on high and low involved participants and examine if a relationship between theories in fear appeal persuasion and risk disclosure in DTC advertising may exist. The study was a 2 (involvement level) x 3 (disclosure of risk information) factorial design. The dependant variables of the study were: recall of information, attitude towards the ad and brand, and behavioral intentions. Significant differences were observed between participants for recall of information and their attitude towards the brand. Moreover, findings from research in fear appeals used in advertisements were applicable in predicting some of the differences between high and low involved participants' attitudes towards the varying amounts of risk information.

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Chin-Hsiung, Chou, and 周志勳. "A Study of Attitude Toward the Ad as a Mediator of Web Banner Ad Effectiveness." Thesis, 1998. http://ndltd.ncl.edu.tw/handle/81709585192875256319.

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碩士
國立臺灣科技大學
管理技術研究所
86
Since advertising on the World Wide Web began in 1994, marketershave asked the same question they ask of other media: Do banner ad actually provide a vehicle for effective communication? To answer this question, this study will analyze attitude toward the ad as a mediator of banner ad effectiveness. In this study, we will focus on these factors: purchase intension, attitude toward the ad, and web banner ad effectiveness. To construct this study, we will use questionnaires to collect dataand construct the model of how banner ad affect consumers'' attitude toward the ad and purchase intersions.

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Puspitasari, Ayu Febriyanti, and 亞菲碧. "Brand Awareness, Ad Attitudes and Ad Features toward Engagement: An Empirical Study of Green Automobiles." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/2vm43k.

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碩士
國立中央大學
企業管理學系
102
Because brand awareness and ad attitudes are important factors in customer’s engagement and customer’s purchasing decision, this research aims to investigate the relationships among brand awareness, ad attitudes and ad features to customer engagement on YouTube. While the number of views was used to measure brand awareness in this study, the numbers of likes and dislikes were used to measure ad attitudes. Meanwhile, comments, shares, and subscription driven were used to measure customer engagement on YouTube. This study also conducted an empirical study of green automobile videos on YouTube. The results indicate that green or non-green messages delivered by video advertisement had no significant impacts on customer engagement. Similarly, ad features such as the length of video also had no significant impact on customer engagement. On the other hand, brand awareness and ad attitudes played important role to engage customers on YouTube. Hence, green car products should improve the numbers of views and likes on YouTube in order to increase customer engagement on video advertisements.

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Huang, Yun Chi, and 黃韻綺. "The Difference of Female Consumers' Ad Attitude and Brand Attitude toward Stereotype and Non-stereotype in Advertisements." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/40756786682743216709.

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Lin, Wan-chen, and 林宛臻. "The Moderating Effect of Advertising Appeals on the Relationship Between Attitude Toward the Co-branded Ad and Attitude Toward the Co-brand." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/47958902991642649392.

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碩士
中國文化大學
國際貿易學系
99
The purpose of this study is to explore the moderating effect of advertising appeals on the relationship between attitude toward the co-branded ad and attitude toward the co-brand. The study used the experimental research including a pretest and final experiment and fictitious sports MP3 as the co-branded product. The purpose of pretest is to select 6 core brands (3 MP3 brands and 3 sports brands) and 2 advertising appeals (emotional/rational appeal). The usable samples consisted of 30 participants. The final experiment design used descriptive paragraphs stating the fictitious situation, and a scanned picture of MP3 to manipulate independent variables. The experiment was 3(MP3 player brands: Samsung, Sony, Apple) × 3(sports brands: Adidas, Nike, Puma) × 2(advertising appeals: emotional appeal, rational appeal) between-subjects factors design. Each experimental treatment of between-subjects factors design was assigned to 35 college students. The data were provided by 640 students. The results indicated that attitude toward the co-branded ad positively affected attitude toward the co-brand. In addition, advertising appeals moderated the relationship between attitude toward the co-branded ad and attitude toward the co-brand. This study discusses the implication for the theory and practices, and suggestions for the future study.

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Beak, Youngshim. "The effects of metaphors on attitudes toward the ad and the brand." 2008. http://purl.galileo.usg.edu/uga%5Fetd/baek%5Fyoungshim%5F200808%5Fma.

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Graham, Kenneth Wilson. "Direct mail advertising to Hispanics the influence of acculturation on attitude toward the ad /." 2005. http://digital.library.okstate.edu/etd/umi-okstate-1484.pdf.

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Phelps, Joseph E. "Investigating brand familiarty and product involvement effects on the relations among prior brand attitude, attitude-toward-an-ad, brand attitude and purchase intention." 1989. http://catalog.hathitrust.org/api/volumes/oclc/19977332.html.

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Thesis (M.A.)--University of Wisconsin--Madison, 1989.
Typescript. eContent provider-neutral record in process. Description based on print version record. Includes bibliographical references (leaves [81-88]).

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Chen, Cheng-Hsuan, and 陳正宣. "The Affection of Color in Online Tourism Websites’ Banner Ad toward Clickthrough Willingness and The Attitude Toward the Ad: A study of Gender as Moderator Variable." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/77436034929875742711.

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碩士
中國文化大學
國際貿易學系碩士班
98
The e-commerce emerges because of the rapid development of Internet. So as advertising, it transits form traditional media like television or broadcast to Internet. Since this particular media has much more available to access for either competitors or consumers, how to catch the online surfers’ attention is now becoming the mainly issue for each website runner. Therefore, this study tends to figure out what kind of color a banner ad embedded in a website generates the better clickthrough willingness and the attitude toward the ad. Meanwhile, this study treats gender as moderate effect and discusses how the banner ad’s color and surfers’ gender affect the advertising effectiveness. This study conducted with 2 (blue and red)×2 (male and female) factorial experiment design and data collected from structured questionnaires. The result shows the surfers have better clickthrough willingness and higher attitude toward the ad for the banner ad with warm colored, though the gender moderate effect here is statistically insignificant This however means that whenever the corporate advertises with physical or virtual advertising, the ad’s color better be designed with more proportions of warm color in order to arouses better clickthrough willingness and higher attitude toward the ad achieving better advertising effectiveness. Albeit the result of insignificances in gender moderate effect, this study sug-gests the corporate should consider some other segmentation criteria like consumer income, frequency of use, etc., instead of mainly focus on gender in traditional way designing for a banner ad.

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Chang, Shin-Yu, and 張欣郁. "The Effect of Ad Intrusiveness, Ad Irritation and Attitude toward Brand through Inserting Advertising Video into Different periods of YouTube Video." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/vk25k2.

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碩士
中國文化大學
行銷碩士學位學程碩士班
107
Previously, YouTube channel only place ads before playing YouTube videos. Users have to watch ads before watching any videos. In recent years, YouTube started placing ads in the middle of playing YouTube videos. The goal of this kind of in-stream ads is to compel users to watch ads. However, this research believes that placing ads into the middle of playing YouTube videos would interrupt user’s goal-oriented behavior. Then, it would increase the level of ads irritation and ads intrusiveness that may declines consumers’ attitude on the ad’s brand. Thus, this research manipulates either placing ads into the beginning or the middle of playing YouTube video. The result indicates there is a significant differences that the group who watches ads in the middle of the YouTube video experiences more ads intrusiveness and ads irritation than the group who watches ads at the beginning of the YouTube video.

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Chen, Zhi-Xian, and 陳志賢. "An Empirical Study of Attitude Toward the Ad as a Mediator of Comparative Advertising Effectiveness." Thesis, 1997. http://ndltd.ncl.edu.tw/handle/09968773539504763428.

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碩士
國立台灣工業技術學院
管理技術研究所
85
Comparative advertising is common used in US. The Federal Trade Commission gives its support because FTC thinks that this kind of advertisements are informative. As a result, people tend to believe that comparative advertising is more effective than its noncomparative counterpart. Yet past studies that employed Hierarchy of Effects Model with laboratory experimental design didn''t confirm the superiority of comparative advertising. This study add brand cognition and attitude toward the ad into Hierarchy of Effects Model to explore the role of attitude toward the ad as a mediator of comparative advertising effectiveness. In addition, consumers'' product involvement and thinking/feeling are included as extraneous variables. This study shows that explicit brand comparative advertising enhances the causal relationship between brand attitude→purchasing intention. MacKenzie, Lutz & Belch''s four alternative models of how attitude toward an ad mediates advertising effectiveness are compared using LISREL analyses. It is found that affect transfer hypothesis(ATH) has the lowest GFI, whereas dual mediation hypothesis(DMH), reciprocal mediation hypothesis(RMH) and independent influences hypothesis(IIH) have approximately the same GFI. A modified model base on IIH is proposed where brand attitude influences attitude toward the ad, and attitude toward the ad influences purchasing intention. When the two factors in FCB model- consumers'' product involvement and thinking/feeling- are considered, DMH is the optimal model among the four alternative models in the high product involvement segment and the thinking segment. On the contrary, IIH is the best model in both the low product involvement segment and the feeling segment.

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Liu, Tai Ming, and 劉泰明. "The Impacts of Brand Awareness and Regulatory Focus on Ad Attitudes Toward Innovative Products." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/38736197810542808513.

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碩士
實踐大學
企業創新與創業管理研究所
96
With the intensive global competition and the commercialized advanced hi-tech for innovative products in the 21st century, more and more people communicate with each other via mobile phones. Even many consumers own more than two mobile phones for different callers, especially for the businessmen. As a small market as in Taiwan, the competition of the mobile phone market is highly intensive for all brands. There are many advertisements of newly-launched mobile phones in different media vehicles. Are Taiwanese really crazy for purchasing a mobile phone so frequently? Or do the mobile phone manufacturers with high brand awareness believe that customers can accept every newly-launched mobile phone? The mobile phone manufacturers begin to study customer psychology when more and more mobile phones with different designs and functions are available for customers. Regulatory focus theory classifies customers into two types: prevention focus and promotion focus. The study aims to examine how brand awareness moderates the impact of regulatory focus on customer’s ad attitudes. 128 Songshan senior high school students participated in this experimental design; however, 120 out of 128 returned questionnaires were effective. Results indicate that for innovative products with high brand awareness, prevention-focused consumers engender more favorable ad attitudes than promotion-focused consumers. In contrast, brand awareness of innovative products does not affect the ad attitudes of prevention-focused and promotion-focused consumers. Results of this research can be applied to the ad strategy for the mobile phone manufacturers.

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Chiang, Ting-Yi, and 江庭逸. "The Influence of Advertising Emotion on Attitude Toward the Ad - Using Personality Traits as Moderator Variables." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/cxh9f6.

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碩士
中原大學
企業管理研究所
102
In light of the rise of social media website in recent years, many advertising firms started placing video commercials on popular social media sites such as Facebook and YouTube; these sites also offers customized advertising services by using their members as potential customers for these commercials. Currently, these social media pinpoint their potential targeted audiences by categorizing their members in age, gender, ethnicity, cultural background, and interests. Beyond these parameters, this research found most websites could not provide other advanced and more personal targeting elements as additional effective targeting tools. Based on such finding, this research intended to identify the potential of employing key personality trait indicators as an enhanced audience targeting tool in order for advertising services offer even much accurate results in searching for ideal target audience. In this research, the researcher studied the influence of personality traits on audiences’ emotional reactions to commercial clips. By analyzing the differences in each surveyed subjects’ personality traits and their emotional responses to each commercial, this research hypothesized that personality traits do act as a decisive element on creating emotional response to different commercials even when all commercials have their originally intended emotional messages. This research divided the intended emotions for each commercial clip into following four categories: “Excited ebullient and Elated happy”, “Serene contented and Placid calm”, “Tense jittery and Upset distressed”, and “Sad gloomy and Tired lethargic” and recorded surveyed subjects’ responses from watching these clips. As result, the results showed personality traits did affect surveyed subjects’ response to the commercials. For example, while subjects with Type A personality responded commercials embedded with “Sad gloomy and Tired lethargic” message mostly with negative emotional response, subjects with Type B personality traits had the opposite result and responded well to such commercials. This research hence hypothesized due to Type A personality’s elements of aggressiveness and competitiveness, these subjects responded poorly; on the other hand, since Type B personality has emotional elements associated to the intended emotional messages, they responded well to the commercials. This research hopes with the results of this study, advertisers in the future can devise tools targeting personality traits to improve the accuracy of video advertisements and create more suitable contents for their targeted audiences.

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Li, Tzu-Hsien, and 李姿嫻. "The Effects Of Consumer Attitude Toward Advertising By Experiencing Analogical Ad - The Moderating Role Of Product Involvement." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/79619458602670768716.

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碩士
輔仁大學
企業管理學系管理學碩士班
100
In the advertising, we can see a lot of ad adding the experiential marketing. Analogy is one of the common practices in the advertising. It means the known concept or behavior compare to the unknown concept or behavior. This study calls this advertising to be an Analogical ad. This study want to know when the consumer experience analogical ad, how the consumer attitude toward advertising become. In this study, 400 subjects participated in the 2*2*2 between subject experimental design. This study put the pictures in the questionnaire, designs eight questionnaires and use car and drink ads. We use ANOVA to test the hypotheses. The findings suggest when the consumer see the ads that product is in high involvement, the ads of relational linkage generate the ad attitude of cognitive, emotional and behavioral intentions are better than the ads of attribute linkage. And when consumers see the ads that product is in low involvement, the ads of attribute linkage generate the ad attitude of cognitive, emotional and behavioral intentions are better than the ads of relational linkage. When manufacturers design the advertising, advertising linkage’s type and transfer’s form can be appropriated, it will allow consumers pay attraction and focus on advertising, and they also can easily remember the products. A perfect advertising’s design, we must consider the nature of the product. The purpose of advertising is that consumer can understand easily and makes easy to remember advertising to attract the attention of consumers, so that consumers can quickly and clearly to convey to receive ads the message of the advertising attitude of positive parity.

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Pintassilgo, Ana Filipa de Almeida. "Complementary and analogous colors in mobile advertising: the impact of color on advertisement memory and attitude toward the ad." Master's thesis, 2019. http://hdl.handle.net/10362/68136.

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This research analyzes the influence of analogous and complementary colors in mobile advertising effectiveness. Previous research on the effect of color in advertising is often contradictory and does not investigate the influence of different color combinations. Furthermore, previous studies did not control product involvement: these research studies were conducted in low-involvement settings only. Two experimental studies (N-total = 180) revealed that advertisement memory is significantly higher for complementary colored advertising, while the attitude toward the ad is significantly higher for analogous colored advertising. Advertisers may incorporate these findings to choose advertisement color effectively according to each advertisement’s specific purpose.

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Chen, Nai-Ching, and 陳乃菁. "Discussion of attitude toward the ad and advertising effectiveness in social network sites—the influence of position, type and mechanisms." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/99776b.

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碩士
國立中山大學
資訊管理學系研究所
103
Social network sites (SNS) is now one of the most frequently used site for internet users, people use SNS for interacting with community members and passing messages. Among them, Facebook is the largest SNS in the world, and has more than 1.4 billion members currently. However, internet advertising is everywhere, SNS also filled with many kinds of ads inevitably. But the essence of SNS is to provide users with a platform for interacting, too much advertising would cause users feel disturbed and annoying. Therefore, this study explore the factors that influencing the attitude toward the ad in the SNS, and examine its advertising effectiveness. In addition, this study also seek to create a more acceptable advertising model and mechanism for SNS users. We use Facebook as SNS research platform, factors that influencing attitude toward the ad contain advertising position, advertising type, perception of position selection mechanism and perception of social recommendation mechanism. Advertising effectiveness is measured by click intention, and also investigate the moderating effect of two mechanisms. In this study, 3 × 2 experimental design is used, namely three different advertising positions with two different types, the remaining constructs are measured by Likert 7-Level scale. Experimental method is to design a simulation Facebook site and present variety of ads on it. Finally, a total of 337 effective questionnaires were collected, and use ANCOVA and structural equation modeling for data analysis. The results show that advertising position, advertising type, interaction of position and type, perception of social recommendation mechanism all have significant impact on attitude toward the ad, and attitude toward the ad also has a positive effect on click intention, but perception of position selection mechanism has no impact on attitude toward the ad and click intention.

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Shiao-Fang, Lee, and 李曉芳. "The effects of experiential value, expericetial quality and attitude toward brand by experiencing ad - an example of medical cosmetology industry." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/03556023052684257319.

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碩士
輔仁大學
企業管理學系管理學碩士在職專班
100
Effective advertising must communicate the message to target consumers correctly. The advertising message is an important factor to affect the advertising. Through the transfer of these messages, consumers will format advertising value in the minds, and influence consumer behavior. In The Experience Economy Experience, consumption is the process that people enjoy a series of memorable event. With the commoditization of products and services, our economy has gone to the experience to conduct competition. This research will take the viewpoint of the experience and consumers, it explore the elements of the advertising experience for consumers through advertising experience after experience the quality, experience, value and brand attitudes related impacts. In this study, based on the company's target consumer group, the total proportion of 415 subjects participated and valid questionnaires was 400. The study use SPSS statistical analysis software as a data analysis tool. In this study, the ads divided into the advertising experience the beauty of the narrative of the advertising experience and advertising experience of humor through the experience category. Quality of experience is that consumers feel the spirit from the experience of the process to reach a subjective awareness of the cognitive criteria. The ad of medical cosmetology is not easy to content to achieve the suspense to consumers, so the quality of research experience will be learning, fun, immersed, and surprise. Experiential value is that consumers feel the experience derived from the value of experience. Belong to consumer advertising experience the value of experience, it will experience the value is defined as “consumer advertising experience, feelings, and thus perceived value relative preference”. Considering to the experience value, functional, social, emotional and epistemic value be as dimensions in this study. The results showed that, it affect that the quality of experience, the value of experience and attitude toward brand by the advertising experience. Manufacturers should understand the brand wanted to give consumers what kind of experience and the quality. In medical cosmetology industry, when you need to increase the beauty of advertising experience, the more we allow consumers to inspired beauty image, the more learning in the ads. By learning to enhance the experience value, quality of experience and functional value,it will be able to achieve better attitude toward brand and advertising effectiveness.

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Martins, Mariana Vieira Alvares. "Going viral : how does viral online video content and specific features influence attitudes toward the brand?" Master's thesis, 2012. http://hdl.handle.net/10400.14/12957.

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Watching videos online has become an ordinary activity, which brands and advertising agencies have been progressively incorporating into their strategies through viral marketing campaigns. Furthermore, it has been verified that to induce consumers to pass-along, viral online video advertisings tend to rely on the use of increasingly provocative content. Still, few experimental researches have examined underlying processes and responses evoked by this feature. In order to fill this void, experimental research, progressed online, was conducted, in which the effects of this strong appeal in forward intentions, advertising processing, brand memorability and purchase intentions are examined. Results insinuate that online videos comprising higher levels of perceived provocation appear to stimulate a higher pass-along probability, more complex formulations of ad related emotions and feelings and better brand memorability. Moreover, it appears also to affect attitudes toward the brand. Nevertheless, limits exist to the manner in which provocation can be portrayed. This study discriminates conditions under which managers can envisage to effectively use such powerful appeal while maximizing viral marketing potential gains.
Regarder des vidéos en ligne est devenu une activité ordinaire que les marques et les agences de publicité ont progressivement intégré dans leurs stratégies à travers des campagnes de marketing viral. En outre, il a été vérifié que pour inciter les consommateurs à passer des messages, les campagnes virales en format de vidéo s'appuient sur l'utilisation d'un contenu de plus en plus provocateur. Pourtant, peu de recherches expérimentales ont examiné les processus sous-jacents et les réponses évoquées par ce contenu. Afin de combler ce vide, une recherche expérimentale a été menée en ligne, où les effets de cette forte attractivité dans les intentions de l'envoyer, les procès d'évaluation des messages, la mémorisation de la marque, et les intentions d'achat ont été examinés. Les résultats insinuent que les vidéos comprenant des niveaux plus élevés de provocation stimulent les consommateurs à les partager, ils formulent des émotions et des sentiments plus complexes et améliorent la mémorisation de la marque. De même, ces vidéos semblent influer les attitudes envers la marque. Néanmoins, il existe des limites pour la manière dont la provocation peut être représentée. Cette étude discrimine les conditions dans lesquelles les managers peuvent envisager d'utiliser efficacement un attrait si puissant, tout en maximisant les gains potentiels de commercialisation virales.
Assistir vídeos online tornou-se uma atividade comum, que diversas marcas e agências de publicidade têm vindo a incorporar nas suas estratégias de marketing em forma de campanhas de marketing viral. Além do mais, foi verificado também que, para induzir os consumidores a disseminar mensagens publicitárias, estas tendem a incluir conteúdos progressivamente mais provocantes. No entanto, poucas pesquisas experimentais têm examinado os processos subjacentes e as respostas evocadas por esta tendência. Assim sendo, para preencher esta lacuna existente na presente literatura, uma experiência on-line foi realizada, na qual foram examinados os efeitos deste forte estímulo em intenções de partilhar o conteúdo, no processamento da mensagem, na memorização da marca e nas intenções de compra. Os resultados obtidos revelam que vídeos com níveis de provocação relativamente elevados tendem a ter uma maior probabilidade de serem partilhados, evocam emoções e sentimentos mais complexos, e ajudam a memorização da marca. Além disso, parecem também afectar atitudes face à marca em questão. No entanto, existem limites na forma como a provocação deve ser representada. Este estudo discrimina condições sob as quais tais estímulos podem ser utilizados eficazmente maximizando assim potenciais ganhos provenientes das campanhas de marketing viral.

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黃意婷. "The Relationships Among Micro-Celebrity Self-Disclosure, Credibility, Attitudes toward the Ad and Purchase Intention by Consumer’s Viewpoint- “the Couple” Case." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/5qbnk6.

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碩士
國立中正大學
企業管理系行銷管理研究所
105
In recent years, micro-celebrity has become a new style of celebrity with great influence. The use of internet, social media and digital media have become powerful tools for micro-celebrity to gain online popularity within a short time. Micro-celebrity always disclose their thoughts, feelings and experiences to attract audience and fans. Gradually, popular micro-celebrity have become a new investment target for advertising company. Therefore, our goal is to find out the effect between the behavior of micro-celebrity self-disclosure, micro-celebrity credibility, attitude toward the ad and purchase intention. This research gathered 400 questionnaire from online campus club and Facebook with 344 valid questionnaires having t-test, one-way analysis of variance and regression analysis. None of the population variables has significant influence on perceived micro-celebrity self-disclosure, but the results showed that frequency of watching micro-celebrity content has a significant influence on perceived micro-celebrity self-disclosure. Results of hypothesis test showed that perceived micro-celebrity self-disclosure has a significant influence on attractiveness, expertise and trustworthiness. Hypothesis of the relationship between micro-celebrity credibility to attitude toward the ad and attitude toward the ad to purchase intention has both revealed a significant influence. The results of this research perceived micro-celebrity self-disclosure can not only improve the relationship between micro-celebrity and online audience but also increase personal expertise, attractiveness and trustworthiness. An endorser with credibility is able to reach better advertising effects and raise the purchase intention. Therefore, both adverting company and micro-celebrity should put importance on micro-celebrity self-disclosure. It is crucial to show depth, honest and accuracy and positive content in the micro-celebrity self-disclosure.

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Liang, Rong-Da, and 梁榮達. "The Impacts of Consumer Involvement and Consequences of Human-Computer Interaction on Attitude toward the Web Ad (Aad) in the Hypermedia Computer Mediated Environments (HCMEs)." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/73654498458990840914.

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碩士
國立高雄第一科技大學
行銷與流通管理所
90
Facing the fast growing use of the World Wide Web, researchers urged the needs of thorough, theoretical, and empirical understanding of consumers’ response toward web advertising. The new characteristics of the hypermedia computer-mediated environments (HCMEs) raise the concern of how well the existing marketing theories and findings can be applied to web advertising. This research examined the impacts of consumer involvement and consequences of human-computer interaction (CHCI) on attitude toward the web ad (Aad). The research findings provide useful insights to both academicians and practitioners. 　　This research adopted Elaboration Likelihood Model, Flow theory, and MacKenzie and Lutz’s 1985 Aad formation model as study paradigms. According to a literature review of advertising and human-computer interaction, this research proposed a hypothesized model its related hypotheses. The model contained two independent constructs (i.e., consumer involvement and CHCI), one dependent construct (i.e., Aad), and one mediating variable (attitude toward web advertising in general). This research used a lab experiment method. The total effective samples were 445 college students. Students first browsed a downloaded web ad by using an instruction booklet, and then they filled out questionnaires. The findings suggested: (1)Product involvement, ad message involvement, and ad execution involvement were positively associated with Aad. (2)CHCI such as playfulness, exploratory behavior, and focus attention were positively associated with Aad. (3)CHCI and Involvement had the interaction effects on Aad. (4)Attitude toward web advertising in general were found the mediating effects on the relationships between involvement and CHCI on Aad.

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