Factors affecting consumers attitudes towards online advertisement in Libya

الملخص EN

The attitude of the audience shows how effective the advertised message is.

Attitude towards Advertisement in the current research highlights the effectiveness of the advertisement and how it influences the audience's attitude towards the advertisement.

Therefore, it has become critical to understand the factors that affect consumers' response to online advertisements as well as the influence of attitude towards online advertisements.

In the context of this study, advertisement is looked upon as the audience's perception of and mood regarding O'Cola as to whether they have either a positive or negative belief This research adopts quantitative research method with quasi-experimental research design., this study focuses on 1083 Libyan students in academic universities.

Meanwhile, a total of 300 Libyan students in Malaysia universities participated in the current quasi-experimental research as samples.

The study's findings affirmed that for Libyan O'Cola consumers, Perceived Advertisement Credibility does not appear as significant factor that influences their Attitude towards O'Cola Advertisement.

However, Message Appeal affirmed that for Libyan O'Cola consumers, Message Appeal has positive impact on Attitude towards online Advertisement.

The finding affirmed that Argument Quality has significant positive impact on Attitude Towards online Advertisement.

Then, Libyan O'Cola consumers affirmed that hypothetically, Interactivity has significant positive relationship with Attitude towards Online Advertisement.

Based on this study findings, advertisement should consist of strong and logical message appeal, argument quality and interactivity features, which provide consumers with enough details to create a positive attitude towards advertisements.