Factors affecting consumers attitudes towards online advertisement in Libya

Joint Authors

Busin, Salim Muhammad Salim
Muhammad, Sabirin Faraj Ali

Source

Journal of Communication Research

Issue

Vol. 4, Issue 7 (30 Jun. 2020), pp.126-143, 18 p.

Publisher

Azzaytuna University School of Media And Arts

Publication Date

2020-06-30

Country of Publication

Libya

No. of Pages

18

Main Subjects

Media and Communication

Topics

Abstract AR

يظهر موقف الجمهور مدى فعالية الرسالة المعلن عنها، لذلك، أصبح من الضروري فهم العوامل التي تؤثر على استجابة المستهلكين للإعلانات بالإضافة إلى تأثير الموقف تجاه الإعلانات عبر الإنترنت.

إذ يعتمد هذا البحث على طريقة البحث الكمي مع تصميم البحث شبه التجريبي، وتركز هذه الدراسة على 1083 طالباً ليبياً شارك ما مجموع 300 طالب ليبي من الدارسين في الجامعات الماليزية كعينات لهذه الدراسة.

حيث أكدت نتائج هذه الدراسة أن مستخدمي اوكولا من الليبيين لا تظهر لديهم مصداقية الإعلانات المدركة كعامل مهم يؤثر على موقفهم تجاه إعلان اوكولا.

في حين أكدت نتائج الدراسة أن نداء الرسالة، جودة الحجة، التفاعلية لها تأثير إيجابي على الموقف تجاه الإعلانات عبر الإنترنت فيما يتعلق بمستخدمي اوكولا من الليبيين.

Abstract 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.

American Psychological Association (APA)

Busin, Salim Muhammad Salim& Muhammad, Sabirin Faraj Ali. 2020. Factors affecting consumers attitudes towards online advertisement in Libya. Journal of Communication Research،Vol. 4, no. 7, pp.126-143.
https://search.emarefa.net/detail/BIM-1284407

Modern Language Association (MLA)

Busin, Salim Muhammad Salim& Muhammad, Sabirin Faraj Ali. Factors affecting consumers attitudes towards online advertisement in Libya. Journal of Communication Research Vol. 4, no. 7 (Jun. 2020), pp.126-143.
https://search.emarefa.net/detail/BIM-1284407

American Medical Association (AMA)

Busin, Salim Muhammad Salim& Muhammad, Sabirin Faraj Ali. Factors affecting consumers attitudes towards online advertisement in Libya. Journal of Communication Research. 2020. Vol. 4, no. 7, pp.126-143.
https://search.emarefa.net/detail/BIM-1284407

Data Type

Journal Articles

Language

English

Notes

Text in English ; abstracts in English and Arabic.

Record ID

BIM-1284407