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Our article aims to investigate the factors, precisely motives for TikTok use, perceived ad intrusiveness, attitude toward advertising, ad credibility, ad value, and online flow experience, driving buying impulsiveness among Generation Z users on TikTok. We developed and analyzed a theoretical model using SmartPLS. We used a quantitative-based approach to collect data by surveying a convenience sample of 2406 online questionnaires. The results indicate that motives for TikTok use negatively affect perceived ad intrusiveness while positively affecting the online flow experience and ad credibility. Attitude towards advertising negatively impacts perceived ad intrusiveness, while attitude towards advertising positively influences ad credibility and value. Furthermore, ad credibility has a positive impact on ad value, which, in turn, positively influences online impulse buying. As such, adapted ad content leads to a positive attitude toward advertising, creating an optimal experience on the platform and a positive perception of ads regarding credibility and value. [ABSTRACT FROM AUTHOR]

Purpose: TikTok is a growing video-sharing application that allows users to make and share short videos on any topic. At present, young consumer’s impulsive decisions have been increased steadily, due to higher exposure to TikTok on online context. Thus, this research was carried out to examine the factors impacting on impulsive buying tendency of young consumers with a particular focus on attitudes toward online advertisements. Design/methodology/approach: Through a comprehensive survey conducted among 200 undergraduates at University of Ruhuna, data was collected based on a convenient sampling technique. Further, the collected data was analyzed using Smart PLS 4 software. Findings: The findings indicated that informativeness, personalization, and credibility of online video advertisements positively affect attitudes toward online video ads. Additionally, the mediating effect was proved revealing that young consumers make impulsive purchasing decisions based on the attitude formation through informativeness, personalization, and credibility. Originality: Although, the application of Tik Tok is important as a marketing tool, research on the TikTok platform is still scarce and inadequately documented. Implications: The study provides practical advice for marketers and brand managers to focus on improving consumers’ perceptions through the video ad’s informativeness, entertainment, personalization, and credibility to encourage consumers to purchase impulsively. [ABSTRACT FROM AUTHOR]

Our article aims to investigate the factors, precisely motives for TikTok use, perceived ad intrusiveness, attitude toward advertising, ad credibility, ad value, and online flow experience, driving buying impulsiveness among Generation Z users on TikTok. We developed and analyzed a theoretical model using SmartPLS. We used a quantitative-based approach to collect data by surveying a convenience sample of 2406 online questionnaires. The results indicate that motives for TikTok use negatively affect perceived ad intrusiveness while positively affecting the online flow experience and ad credibility. Attitude towards advertising negatively impacts perceived ad intrusiveness, while attitude towards advertising positively influences ad credibility and value. Furthermore, ad credibility has a positive impact on ad value, which, in turn, positively influences online impulse buying. As such, adapted ad content leads to a positive attitude toward advertising, creating an optimal experience on the platform and a positive perception of ads regarding credibility and value.

Purpose: This paper aims to understand the religio-spiritual insights of the consumers and investigate their relationship with the consumers' attitude towards advertising and its antecedents. Religious festivals, such as Ramadan, are celebrated with high religio-spiritual contemplations, which are often targeted by intensive marketing campaigns. During these religious festivals, consumers' attitude toward advertising is influenced when television commercials contain "unnecessary" entertainment, "inappropriate casting" of celebrities with less credibility, "cluttered" information, "phony claims" related to good for economy and "annoying content" increasing consumers' irritation. Design/methodology/approach: This study developed a higher-order construct of religio-spiritual insights and used "Theory of Reasoned Action" for measuring the effect of religio-spiritual insights on consumers' attitude toward advertising. Exploratory sequential mixed methods research design was used to develop and validate the instrument. A total of 30 semi-structured interviews were conducted during i-depth analysis phase to generate themes and questionnaire. During instrument validation phase, 839 Muslim consumers were surveyed by using the questionnaire, and instrument was validated by using the co-variance-based structural equation modeling approach. Findings: This study develops and validates the instrument of religio-spiritual insights and identifies its significant direct and mediating effects between the consumer's attitude toward advertising and its determinants. Originality/value: The newly developed instrument of religio-spiritual insights is based on six dimensions, namely, "beliefs and practices," "association with higher power," "interconnectedness," "self-actualization," "heart and mind involvement," "knowledge and meanings." This instrument of religio-spiritual insights was validated and then tested by using a conceptual framework based on the several variables, such as attitude toward advertising, irritation, good for economy, entertainment, credibility and information. [ABSTRACT FROM AUTHOR]

Due to recent developments in the media landscape, the lines between the commercial message and media content have blurred and consumers’ advertising literacy is being challenged. Thus, a required skill and ability in our digital age is advertising literacy. This study is designed to investigate what consequences from advertising literacy arise. In such terms, this study proposes skepticism toward advertising, perception of advertising value, and attitude toward advertising. Study findings suggest that advertising literacy is likely to decrease consumers’ skepticism toward advertising and enhance their attitude toward ad. In addition, this study finds that advertising literacy increases consumers’ perceived value of advertising. Further research is proposed. [ABSTRACT FROM AUTHOR]

Abstract Purpose: This study aims to measure the religio-spiritual insights of consumers during religious festivals and compare the results considering the stimuli of two advertisements, i.e., religious and irritating advertisements. When the religio-spiritual insights of the consumers are neglected in the designing of a TV advertisement for a religious festival, in particular, it can lead to irritation and affect the consumers’ attitude toward advertising. Based on the theory of reasoned action (TRA), the mediating effect of religio-spiritual insights was measured between consumers’ attitude toward advertising and independent variables (irritation, credibility, information, good for the economy, and entertainment). Originality/value: This study uses the newly developed instrument of religio-spiritual insights to measure their influence on consumers’ attitudes toward advertising and confirms the mediating effect of religio-spiritual insights between the consumers’ attitude and other constructs, such as credibility, entertainment, information, irritation, and good for the economy. Design/methodology/approach: Two hundred and fifty-five household consumers were selected using the non-probability convenience sampling techniques to collect the responses using the survey method. Each respondent was asked to fill out two questionnaires after watching the attached stimulus advertisement, i.e., one religious and one irritating advertisement. The partial least squares structural equation modeling (PLS-SEM) approach was used to test the hypothesis based on the bootstrapping test. Findings: The results show that religio-spiritual insights significantly mediate attitude toward advertising and other constructs when there was a religious advertisement that depicted religious cues, symbols, and visuals. Contrarily, a non-significant effect of irritation was identified on religio-spiritual insights when there was an irritating advertisement. Resumo Objetivo: Este estudo tem como objetivo mensurar os insights religioso-espirituais dos consumidores durante festas religiosas e comparar os resultados considerando os estímulos de duas propagandas: uma propaganda religiosa e uma irritante. Quando os insights religioso-espirituais dos consumidores são negligenciados na concepção de um anúncio de TV para um festival religioso, em particular, isso pode levar à irritação e afetar a atitude dos consumidores em relação à propaganda. Com base na teoria da ação racional (TAR), o efeito mediador dos insights religioso-espirituais foi medido entre a atitude em relação à propaganda e as variáveis independentes (irritação, credibilidade, informação, bom para a economia e entretenimento). Originalidade/valor: Este estudo usa o instrumento recém-desenvolvido de insights religioso-espirituais para medir sua influência na atitude em relação à propaganda e confirma o efeito mediador dos insights religioso-espiri-tuais entre a atitude dos consumidores e outros construtos, como credibilidade, entretenimento, informação, irritação e bom para a economia. Design/metodologia/abordagem: Duzentos e cinquenta e cinco consumidores domésticos foram selecionados usando a técnica de amostragem de conveniência não probabilística para coletar as respostas por meio do método de survey. Cada respondente preencheu dois questionários após assistir ao anúncio de estímulo em anexo, um anúncio religioso e um anúncio irritante. A abordagem de mínimos quadrados parciais – modelagem de equações estruturais (partial least squares – structural equation modeling [PLS-SEM]) – foi usada para testar as hipóteses com base no teste de bootstrapping. Resultados: Os resultados mostram que insights religioso-espirituais mediaram significativamente a relação entre a atitude em relação à propaganda e outros construtos quando havia um anúncio religioso que retratava sinais, símbolos e visuais religiosos. Contrariamente, um efeito não significativo de irritação foi identificado nos insights religioso-espirituais quando havia um anúncio irritante.

Advertising is one way for a business to reach more buyers. Utilizing stories in advertisements as an effective marketing communication tool for engaging audience emotions and building a strong relationship between brands and consumers. Through narrative online advertising, it can reach wider consumers, lower advertising costs, and target specific consumers. The purpose of this study is to empirically examine the effect of humorous narrative online advertising on attitudes to advertising and the moderating role of advertising involvement in the relationship between the two. Using quantitative method, data collected through a survey of 170 students were analyzed by MRA (moderation regression analysis) with SPSS. This study found that advertising vividness, advertising entertainment, advertising self-referencing, and advertising interactivity affected attitudes to advertising. And advertising involvement weakens the relationship between advertising vividness, self-referencing ad, interactive ad to attitude to advertising, except for entertaining ad. The limitations and implications based on the findings to demonstrate the importance of humorous narrative online advertising in encouraging advertising involvement and attitude to advertising are also discussed in this study.

Copyright of Journal of Media & Communication Research / Uluslararası Medya ve Iletişim Araştırmaları Hakemli Dergisi is the property of Journal of Media & Communication Research and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Advertising is one way for a business to reach more buyers. Utilizing stories in advertisements as an effective marketing communication tool for engaging audience emotions and building a strong relationship between brands and consumers. Through narrative online advertising, it can reach wider consumers, lower advertising costs, and target specific consumers. The purpose of this study is to empirically examine the effect of humorous narrative online advertising on attitudes to advertising and the moderating role of advertising involvement in the relationship between the two. Using quantitative method, data collected through a survey of 170 students were analyzed by MRA (moderation regression analysis) with SPSS. This study found that advertising vividness, advertising entertainment, advertising self-referencing, and advertising interactivity affected attitudes to advertising. And advertising involvement weakens the relationship between advertising vividness, self-referencing ad, interactive ad to attitude to advertising, except for entertaining ad. The limitations and implications based on the findings to demonstrate the importance of humorous narrative online advertising in encouraging advertising involvement and attitude to advertising are also discussed in this study. [ABSTRACT FROM AUTHOR]

Today, with the re-emergence of audio culture, podcasts have begun to be accepted as an important research area both academically and in the sector. The rapid popularity of podcasts has attracted the attention of advertisers and brands, so they have begun to accept podcasts as an advertising channel. In this context, how consumers perceive the advertisement contents we come across in podcast broadcasts and how consumers develop an attitude toward these advertisements have gained importance as one of the issues that need to examine. Within the framework of the above information, the primary purpose of the research is to reveal whether the perceived satisfaction in podcast usage affects the attitude formation towards podcast advertisements. Therefore, the survey study carried out in this context was applied to 404 people accessed through the Instagram page of Podbee, the first podcast production agency in Turkey. According to the findings of the regression analysis involved in the research, the dimensions of education-entertainment, storytelling, social participation, and multitasking perceived in podcast use express the sub-dimensions of attitude formation towards advertising (a) information (b) curiosity (c) disturbing (d) reliability dimensions. Therefore, found to have a significant effect. In addition, according to the findings obtained in the study, it was determined that there is a substantial relationship between the dimensions of education-entertainment, storytelling, social participation, and multitasking perceived in the use of podcasts and the formation of attitude towards advertising framework does not differ. [ABSTRACT FROM AUTHOR]

Viral advertising has become a trending topic nowadays. This study aims to examine the effect of advertising appeals on viral advertising, brand awareness, and purchase intentions with the hedonic personality playing as a moderating role. The use of hedonic personality itself to predict viral intentions, brand awareness, and purchase intentions have not been widely discussed by other researchers. This study can be classified as explanatory research with purposive sampling and partial least square as sampling techniques and data analysis. This study was designed to focus on individuals who can be classified as social media active users with a minimum age of 18 years old. The result shows that advertising appeals (humor and informative) have a positive and significant impact on viral intention and attitude toward advertisement. Thus, the higher viral intention and the positive attitude toward advertisement will increase the possibility of purchase and the level of brand awareness. While hedonic personality was significantly proved moderates the relationship between viral intentions and brand awareness in this study. The nature of respondents in this study who mainly are at high level of hedonic personality make the moderation role of hedonic personality has no significant impact on the relationship of viral intentions on purchase intentions. Therefore, the viral factor on hedonic consumers did not seem to correlate purchase intentions.

Excessive online advertising and the advent of its new media and formats, challenge the understanding of how to use them effectively in order to break the clutter. This study adopts a model that evaluates the effectiveness factors of the advertising in two online media – social networks and search engines – from the consumer's perspective, namely how they perceive and assess advertising. A cross-sectional study was conducted based on an online questionnaire with a sample of 406 individuals. The results demonstrate that the consumers measure the value of advertising in social media based on perceived informativeness and entertainment, and in search engines on perceived informativeness and interactivity. In addition, perceived credibility has a more important role within social networks, and perceived irritation is processed differently in the two media. In turn, the mediating role of the perceived value in the relationship between determinants and attitude varies between the media. This study brings to light the effectiveness factors of online advertising, highlighting the moderating role that media play in the consumers response to advertising. Moreover, it provides important insights about the way companies should adapt their advertising messages to meet consumers' expectations in a web environment. [ABSTRACT FROM AUTHOR]

Enterprises have made changes in their marketing and communication activities because of increased competition and changes in consumer behavior. In seeking to stand out from their competitors, brands have started to use more creative, extraordinary, interactive, and nontraditional approaches in their advertisements. One of these approaches is ambient advertising, which involves the guerilla marketing activities and alters environmental elements that consumers interact with (e.g., pedestrian paths, bus stops) creatively and unexpectedly and renders these elements meaningful in terms of advertising. In ambient advertising literature, relationships between perceived surprise, attention toward the ad, attitudes toward the ad and brand, purchase intention, and mediation effect of attitude toward an unknown brand have not been hierarchically tested. In this study, the effectiveness of ambient advertising was evaluated based on a structural equation model and the data were collected from 194 consumers through cross-sectional survey method. The results revealed some statistically significant relationships. In conclusion, perceived surprise was determined as a strong antecedent of attention toward the ad, attitude toward ambient advertising was found to have a positive effect on purchase intention, and it was also found that attitude toward the brand had a mediating effect between attitude toward the ad and purchase intention. [ABSTRACT FROM AUTHOR]

This study identified the impact of augmented reality advertising on attitude toward advertising and memory according to the type of presence and flow level. The presence (cognitive, emotional, media) and flow level (high vs. low) of the augmented reality(AR) advertising were set as independent variables and analyzed by Two-Way MANOVA. As a result of the research, first, the augmented reality advertising attitude was positive when the emotional presence and flow level were high. Second, when the flow level is high, the ARM such as product attribute information increases, but when the flow level is low, the evaluation-oriented GRM increases. Third, emotional presence increases GRM when the flow level is high, but ARM increases when the flow level is low. Fourth, the memory effect was low regardless of the flow level. In the future research, it would be desirable to produce augmented reality advertisements through virtual brands in the generalization of research. [ABSTRACT FROM AUTHOR]

Advertising is an important part of marketing and one thing that is important is to pay attention to what will has more impact on the attitude of consumers. This study is an attempt to examine the issue of economic beliefs in advertising, promotions, social beliefs, ethics in advertising, legal belief in the usefulness of the ads and personal ads, ads on attitudes to be effective or not The population for this study were the students of Persian Gulf University, Bushehr. The sample’s size was estimated with using Cochran's formula 413 persons Data were collected using questionnaires, and with random sampling, questionnaires were distributed among the students. The data were analyzed by software Amos and it was observed due to the economic ideas in advertising, ethics in advertising, legal belief in the usefulness of the ads and personal ads are positive and significant impact on attitudes to advertising.

The rapid spread of ad blockers potentially threatens the sustainability of the hitherto dominant business model of ad-supported websites, in which users get web content free in return for allowing themselves to be exposed to advertising. Focusing on the users’ perspective, this study proposes that (a) adoption of ad blockers is positively influenced by the level of knowledge of their advantageous features; (b) the decision to continue using ad blockers is negatively affected by attitude toward online advertising; and (c) this attitude is positively shaped by perceptions of online advertising’s pleasure, credibility, and economic benefits, as well as negatively shaped by perceptions of online advertising’s intrusiveness and clutter. We tested these relationships in a survey study among the members of an online panel supported by the Spanish advertising industry, and all the relationships were confirmed within a structural equation model. Our findings provide some implications for online advertising stakeholders. Web publishers and online advertisers may expect that, in the coming years, ad blockers will continue to spread rapidly as a consequence of the extension of their knowledge among Internet users. These stakeholders are thus advised to focus on improving Internet users’ experiences with online advertising by reducing those ad characteristics that provoke negative reactions and by strengthening those that are positively evaluated. [ABSTRACT FROM AUTHOR]

Background/Objectives: This research aims to figure out the persuasive effect of fictional characters as brand spokesperson. Specifically, the study investigates the effects of presence and fictionality in the process of perceiving and experiencing the brand character. Methods/Statistical analysis: Advertisements were selected after being assured if the fictionality, familiarity, and creativity were at similar levels. A pretest is conducted to undergraduate students for checking the similarity level of the properties. 120 undergraduate students were selected by convenience sampling. Each 30 persons were allocated separately to four groups; high-low fictionality x utilitarian-hedonic products. Two video ads were presented repeatedly twice within a given period of time. Findings: The results of two way ANOVA revealed that interaction effects were found between two independent variables. In hedonic products, groups exposed to high-fictional characters felt more WSD than to low-fictional ones, while, in utilitarian products, groups exposed to low-fictional characters felt more WSD than to high-fictional ones. A significant interaction effect between product types and the fictionality. Specifically, WSD marked the highest scores with high-fictional character in hedonic products, while WSD marked the lowest with high-fictional character in utilitarian products. That is, when used in advertisements for hedonic products, using high degree of the fictionality in brand character can be effective in order to induce WSD. Improvements/Applications: A follow-up study, in this sense, can be suggested to be conducted on relevant and reliable scales. It might be also fruitful if the results of this study were expanded to explore the role of the fictionality in dramatized advertising. [ABSTRACT FROM AUTHOR]

This study empirically examines the differences in advertising-related memory and product-related memory effects and ad attitudes between art infusion(interactive/ print advertising) and reguratory focus (promotion focus / prevention focus). Two - way MANOVA analysis was used for the factor analysis. The advertising experiment for renowned artists manipulated the 'self portrait' of 'Vincent Van Gogh'. The results of this study are as follows: First, promotion - focused consumers remember interactive advertising more than advertising printed advertisements in advertisements for advertising on publicity. Second, the consumers who focus on preventive focus tend to recall the information related to the product rather than the interactive advertisement. [ABSTRACT FROM AUTHOR]

Despite extensive research in product placement, little research has examined how different consumer groups respond to product placement. The present study aims to fill this gap, employing cluster analysis to segment U.S. consumers according to cognitive and attitudinal responses they have developed to advertising in general. Analyzing a nationally representative sample of U.S. adults (N = 21,944), this study identified five clusters. The clusters reflect varying responses to product placement on television and in movies, as well as distinct demographic and media usage profiles. These findings are discussed from the perspective of consumer socialization and marketplace social intelligence. [ABSTRACT FROM AUTHOR]

The paper examines based on international research the differences between results of studies focused on consumers’ attitude toward advertising. The aim of this paper is to show that it is possible to find situations where the influence of attitudes towards specific ads in general (ASG) on attitudes toward advertising (Aad) can be observed and also it is possible to find no influence of attitudes toward ads in general (AG) on Aad. The paper shows that the problem comes from the definition of AG. The experiments described in this paper detect attitudinal differences toward advertising in general among studied nations depending on the type of advertising. The research encompasses respondents from three countries with different economic and cultural backgrounds (Germany, Ukraine and USA). The data were collected based on a quantitative survey and experiment among university students. The results show that the concept of AG is in some cases too broad. Differences between AG were confirmed between Ukraine and other countries. The respondents from Germany are according to AG more pessimistic and the respondents from the USA are more optimistic. This disparity was explained by a significant difference in Orthodox and Atheist religion compared to the other religions.

This study investigates how consumer attitudes toward advertising in general affect their attitudes toward online advertising. It also investigates the moderating role of the personality traits of introversion and extroversion in explaining this relationship. An online survey is used to collect data from a convenience sample of 244 respondents living in Canada. Results show that attitude toward advertising in general has a positive and significant impact on attitude toward online advertising. Introversion is found to have no moderating impact on the relationship between both attitudes. However, extroversion moderates this relationship. [ABSTRACT FROM AUTHOR]

This study attempts to understand the Facebook advertising diffusion behavior in the situation of increasing consumer activeness. Especially, this study focuses on the influence of motives for using Facebook on Facebook advertising diffusion behavior. -Survey for 243 university students was executed after preliminary interview for extracting question items of motives for using Facebook.- This study finds that the experiencer of Facebook advertising diffusion behavior shows stronger motives for using Facebook than non-experiencer of Facebook advertising diffusion behavior. Logistic regression analysis was conducted to find out the impact of verified variables on Facebook advertising diffusion behavior. It was found that 'self-expression motive' influences on the all Facebook advertising diffusion behavior significantly. Based on the results, academic and practical implications are discussed. [ABSTRACT FROM AUTHOR]

Adverting can be done by using different 'media such as Radio, Television, journals, and news papers, brochures, Billboard, and internet. Internet advertising compared to traditional advertising enjoys considerable advantage and a lot of these advertising is related to computer products and services. Therefore, in this article the effectiveness of e-advertising on consumer behavior of computer products and services has been studied. Research method is descriptive of survey type. Since according to previous studies most internet users one young generation. 193 graduate and undergraduate students of Allameh Tabatabae'i University graduate and undergraduate students who have seen internet advertising during 1387 were selected by using clustering sampling method. The most important findings is that e-adverting of computer products and services has been effective and content factor and flesh design are the most important factors from the consumer perspective of computer products and services.

Recently together with the spread of the Internet, there has been a rapid increase in the use of social media. Social media not only increase people's knowledge level but also provides some satisfaction to individuals. While Individuals are using social media to provide this satisfaction, marketers have turned opportunity these new medias which they will conduct marketing activities. They conduct various marketing activities in order to create demand for their product in social media. One of these activities are social media advertising. The purpose of this study, with the uses and gratifications through the perspective, to determine whether the attitude towards social media advertising effects purchase intention. Through simple random sampling, 242 data were obtained from communication on various social media channels with the electronic survey. As a result of analyzes, it has been found that the motivations of social media usage effects the attitude towards advertisement. Another finding is the effect of attitude toward advertising on purchase intention. [ABSTRACT FROM AUTHOR]

Copyright of Mediterranean Journal of Communication / Revista Mediterránea de Comunicación is the property of Revista Mediterranea de Comunicacion / Mediterranean Journal of Communication and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

We examined the structural relationships among the variables of advertising value, attitude toward advertising, attitude toward the brand, and purchase intention in the context of golf products. The sample (N = 357) comprised members of 6 golf ranges in 2 major provinces in Korea. Structural equation modeling results supported all hypothesized direct associations except that for the advertising value component of irritation. Further, attitude toward advertising and attitude toward the brand played mediating roles in the relationship between advertising value components and purchase intention. We have redefined Ducoffe's outcome advertising value model in a golf-product advertising context and shed light on how consumers of these products form purchase intentions through tripartite advertising values. [ABSTRACT FROM AUTHOR]

I examined how behavioral changes that are apparent in individuals who are in a romantic relationship influence their decision making in purchase situations. Participants were 505 university students and workers (253 men, 252 women). Participants in a mating mindset (MM) condition showed greater intention to make decisions with partners than did those in a single mindset (SM) condition. Attitude toward advertising for a brand and purchase intention were likely to be more favorable in an SM than in an MM. Participants in the MM were less likely to prefer a unique design than were those in the SM; however, there was a gradual decrement in this effect as the relationship became longer. Further, participants in an MM group were more willing to give money and time than were those in an SM group. These results led to the conclusion that in purchase situations, people in an MM tend to exhibit behaviors that conflict with their original tastes because they are dominated by thoughts associated with their romantic partners. [ABSTRACT FROM AUTHOR]

Despite widespread literature on attitudes toward advertising in general, there is still need for country specific researches with big samples, especially in regards to developing economies. Current work (n = 2004) focuses on the Turkish public attitudes toward advertising and the effect of beliefs and demography as differentiating factors. Turkish people's perception of advertising falls between negative and neutral. They are more favorable towards advertising as institution than advertising as instrument, which were found to be the strongest predictors of attitudes toward advertising in general. In contrast to American-European mainstream, demographic factors have minor effect on the attitudes toward advertising in general. [ABSTRACT FROM AUTHOR]

For several years, advertising has been a strong communicational tool to promote products and to achieve such aims as sale, profit and brand promotion. One of the newest platform for advertising grown highly now is advertising through sport especially football as one of the most popular athletic fields. Regarding such importance, the present study is conducted to promote three aims in telecommunication service industry (Irancell Company). The first aim of this research is to identify the beliefs which shape audiences' attitudes on advertising through sport particularly football. The second aim is that this research evaluates the effect of the beliefs forming the attitude toward football advertisings on the total attitude toward advertising. The ultimate aim is to study the impact of the attitude toward advertising on brand equity. The Present study is a survey which uses questionnaire to collect data. To achieve the aims of this research, 386 users of Irancell's products and services who were exposed by football advertising were considered as the sample. To analyze data and to test research hypotheses and model, structural equation modeling (SEM) and confirmatory factor analysis (CFA) were used. Research findings show the significant impact of such beliefs as "product information", "social role and image", "hedonism", "annoyance factor", "materialism", "falsity", "reputation" in football advertising on "attitude toward advertising" and the significant impact of "attitude toward advertising" in "brand equity". [ABSTRACT FROM AUTHOR]

The paper examines based on international research the differences between results of studies focused on consumers' attitude toward advertising. The aim of this paper is to show that it is possible to find situations where the influence of attitudes towards specific ads in general (ASG) on attitudes toward advertising (Aad) can be observed and also it is possible to find no influence of attitudes toward ads in general (AG) on Aad. The paper shows that the problem comes from the definition of AG. The experiments described in this paper detect attitudinal differences toward advertising in general among studied nations depending on the type of advertising. The research encompasses respondents from three countries with different economic and cultural backgrounds (Germany, Ukraine and USA). The data were collected based on a quantitative survey and experiment among university students. The results show that the concept of AG is in some cases too broad. Differences between AG were confirmed between Ukraine and other countries. The respondents from Germany are according to AG more pessimistic and the respondents from the USA are more optimistic. This disparity was explained by a significant difference in Orthodox and Atheist religion compared to the other religions. [ABSTRACT FROM AUTHOR]

There are two methods for mobile advertising: SMS and broadband advertisement. Previously SMS is the most common way of mobile advertising. Previous researches on consumer acceptance have been focused on SMS advertisement. This paper aims to identify factors that influence consumer's intention to accept mobile broadband services with add-on advertising. As theory of reasoned action (TRA) has been widely used to explain user behavioral intension in previous researches, we proposed extended TRA by including six factors for testing adoption of mobile broadband services with add-on advertising: Perceived Value, Contextual Awareness, Trust, Solidarity, Familiarity and Effect. The proposed model has been tested on selected Thai mobile broadband user communities. The results from 61 valid responses during 2 weeks time period found that attitude toward mobile advertising and subjective norms have weak significance on user intention to accept add-on advertising. It is also found that Perceived value has higher significant than other proposed factors. With the proposed model, it is possible for advertisers to create an effective and pertinent mobile broadband advertising. [ABSTRACT FROM AUTHOR]

The purpose of this article is to analyze the impact of social interactions on marketing interactions within social networks (SN). We propose and test a structural model of relationships embracing the following constructs: Social Relationships, Trust, Information Disclosure, Word of Mouth (WOM) and Attitude toward Advertising. Data were gathered through the application of a structured questionnaire to a sample of 150 university students. The results validate the proposed model and support five out of seven hypotheses. The findings evidence that Social Relationships are significant predictors of Information Disclosure, WOM and Attitude toward Advertising. Similarly, Trust acts as a predictor of Information Disclosure and WOM. Overall, social interactions have a positive and significant impact on marketing interactions. [ABSTRACT FROM AUTHOR]

This study examines the potential link of Facebook group participation with viral advertising responses. The results suggest that college-aged Facebook group members engage in higher levels of self-disclosure and maintain more favorable attitudes toward social media and advertising in general than do nongroup members. However, Facebook group participation does not exert an influence on users' viral advertising pass-on behaviors. The results also identify variations in predictors of pass-on behaviors between group members and nonmembers. These findings have theoretical and managerial implications for viral advertising on Facebook. [ABSTRACT FROM AUTHOR]

This study investigated the relationships among consumers' familiarity with online advertising, beliefs about online advertising effectiveness, attitudes toward online advertising (ATOA), and consumer responses across the United States and China. Results indicated, for U.S. consumers, familiarity was a positive predictor of online shopping but not a significant predictor of persuasion. For Chinese consumers, familiarity was a positive predictor of persuasion but not a significant predictor of online shopping. Familiarity did not influence any belief factors in the U.S. sample but emerged as a significant predictor of all five belief factors in the Chinese sample. For both samples, ATOA positively predicted persuasion, which by default positively predicted online shopping. Multiple group comparison further showed that the influence of ATOA on persuasion for U.S. consumers was stronger than that for Chinese consumers. [ABSTRACT FROM AUTHOR]

In this study an attempt is made to analyze from a cross-cultural perspective the moderating function of the cultural values of a society on the influence that the beliefs in advertising have in attitudes toward advertising under a hypothesis testing approach, as most works of the existing literature have a descriptive or exploratory character. To do that, a sample of 441 individuals from four different European countries (Germany, Spain, France, and the United Kingdom) was chosen. The empirical results demonstrate that differences in cultural profiles, beliefs, and attitudes toward advertising do exist in terms of country of origin. Therefore, cultural values appear as factors that explain the reason why attitudes toward advertising are not universal attitudes. [ABSTRACT FROM AUTHOR]