Survey of Internet users’ attitudes toward Internet advertising

Examining beliefs and attitudes toward advertising through sport among Serbian consumers

“…The authors started with the research question if consumers' attitudes towards advertising through sport would be more positive than advertising in general and the current fi ndings supported the authors' hypothesis that the consumers' attitudes toward advertising through sport in Serbia are signifi cantly more positive than advertising in general. These fi ndings correspond to the previous evidences from the diff erent societies (Bjelica, Popović, Jakšić, Hadžić, and Akpinar, 2014;Mittal, 1994;Schlosser, Shavitt, and Kanfer, 1999;Pyun et al, 2012;Muratović et al, 2014) and support general idea that advertising through sport is much more attractive promotional tool worldwide for marketers who can use it to strengthen communication with consumers and persuade them to purchasing certain product or service. It is also interesting to mention that Serbian university students did not perceive advertising in general in a negative manner, due to the reason the mean score was 4.89.…”

“…From all aforementioned, Serbian marketers may benefi t from advertising which includes just production information contents and avoid social role and image, annoyance/irritation, and materialism, merely when designing its campaigns through sport in the market. Although unexpected results, previous studies in marketing and communication (Pollay and Mittal, 1993;Pyun, 2006;Schlosser et al, 1999) have also founded production information was signifi cant predictor of attitude that consumers consider advertising as a learning source when they need new information about the products they are interested in. When consumers receive an advertising that provides clear and relevant information about the product or service, they can form a positive attitude toward the ad.…”

Malaysian Consumers Attitude towards Mobile Advertising, the Role of Permission and Its Impact on Purchase Intention: A Structural Equation Modeling Approach

“…The positive or negative attitude depends on situation or factors that influence them during the time they want to perform a particular behavior (Carroll, Barnes, Scornavacca, & Fletcher, 2007;Lee, et al, 2006). Past literatures portrayed an interesting pattern about consumers' attitude towards mobile advertising and usually indicated mixed findings from one research to another (Hoyer & MacInnis, 2004;Schlosser, Shavitt, & Kanfer, 1999).…”

Consumers' attitude toward Facebook advertising

“…The informativeness component is the main reason why consumers pay attention to the ads and it positively affects the advertising value. The entertainment component is also positively related to consumer attitude towards advertising (Ducoffe, 1996;Hassan et al, 2013;Schlosser et al, 1999). The entertainment content in advertising arouses interest (Wang and Sun, 2010), thus the ads with higher visual and entertainment complexity tend to generate a more positive attitude in individuals and may also positively influence their buying behaviour toward the advertised brand or product (Ducoffe, 1995;Jin and Villegas, 2007).…”

“…Advertising in traditional media is unidirectional (Heeter, 2010;Karimova, 2011;Tuten, 2008) and lacks interactivity, since consumers are passively exposed to product information (Bezjian-Avery and Calder, 1998;Hoffman and Novak, 1996;Pavlou and Stewart, 2010). On the other hand, not only online users have an overall control of what they want to access, receive, but also they create and share information (Akar and Topçu, 2011;Hoffman and Novak, 1996;Liu and Shrum, 2002;Pavlou and Stewart, 2010;Schlosser et al, 1999;Tuten, 2008;Wolin et al, 2002). The interactivity of the online media is the degree to which two or more communication parties can act on each other and is perceived by them as bidirectional, mutually controllable (Karimova, 2011;Liu and Shrum, 2002;Yadav and Varadarajan, 2005), timely and responsive (Yadav and Varadajan, 2005).…”