Essays about: "attitude towards advertising"

Showing result 1 - 5 of 82 essays containing the words attitude towards advertising.

  1. 1. Enhancing mobile advertising through 3D and AR

    University essay from Uppsala universitet/Industriell teknik

    Author : Erik Linnarson; [2023]
    Keywords : 3D; AR; Advertising;

    Abstract : Augmented Reality (AR) is making its way into many industries, with advertising being no exception. Existing literature within the field have focused on investigating the benefits of AR advertising from the perspective of businesses, for instance by measuring purchase intention and effect on attitude towards the brand. READ MORE

  3. 2. Navigating the Evolving World of Fashion In-Game Advertising

    University essay from Uppsala universitet/Medier och kommunikation

    Author : Evgenia Maria Botini; [2023]
    Keywords : gamification; in-game advertising; fashion advertising; consumer behavior; metaverse;

    Abstract : Abstract This study addresses gaming as an interactive digital advertising tool, aiming to explore its effectiveness in digital marketing overall and to examine its impact on digital marketing for the fashion industry in particular. Purpose The purpose of this paper is to present an analytical framework for explaining the appeal of games for fashion brand advertising. READ MORE

  4. 3. Generation Z Consumers' Attitudes towards Body Diversity in Fashion Advertisements : A quantitative study on the effect of consumers' own body size to their attitude

    University essay from Umeå universitet/Företagsekonomi

    Author : Amanda Hallberg; [2023]
    Keywords : Fashion advertising; body diversity; body positivity; generation Z; fashion industry; Instagram marketing; social media marketing; consumer attitudes; purchase intentions;

    Abstract : This thesis is investigating how consumers’ attitudes on fashion advertisements are affected by the models featured in the advertisements, with the consumers’ own body size being taken into consideration. The topic for the thesis was formed when conducting a thorough literature search, which revealed a gap in research. READ MORE

  5. 4. Generation Z users' attitudes towards online video advertising : Youtube video platform

    University essay from Jönköping University/JTH, Avdelningen för datateknik och informatik

    Author : Shichen Ji; Shiyi Feng; Mingshun Xie; [2022]
    Keywords : Informatics; User experience; Online video advertising; Generation Z; YouTube; Customer Perceived Value;

    Abstract : Generation Z has been in a high-pressure environment for a long time, whether studying or working, and everyone is in a fast-paced attitude of life. The online world, especially video software, is very popular among the Generation Z crowd because these video software can provide fast, convenient, and decompressed content. READ MORE

  6. 5. The Effect of using Asian Models in Foreign Brands' Advertising in China: A Quantitative Study on Customer Reactions

    University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning

    Author : Haochang Li; Yutong Pi; [2022]
    Keywords : Asian models; advertising effectiveness; China; Self-Referencing; Cultural compatibility;

    Abstract : In this thesis, a specific dimension of marketing in China for foreign brands is investigated. This was accomplished by comparing the impact of two sets of advertisements on advertising effectiveness - one with Asian models included and one with only models from other ethnic groups. READ MORE