Abstract:
Purpose
The purpose of the study is to investigate the discrete attitudinal dimensions of consumers
toward advertisements for organizations to use the medium of online advertising effectively
and investigate whether extraversion alleviates the association between attitudes
towardsadvertising and online advertising.
Methodology & Design
Data was collect from more than 400 respondents through an effective research method of
online survey. The questionnaire was designed to test the hypothesis.
Findings
The finding of the research show that attitudes towards advertising in general (ATA) of
individuals have a positive effect on their attitudes towards online advertising (ATOA). The
study further concludes that the attitudes of individuals of both extroverts and introverts have
a more positive attitude towards general advertising and online advertising.
Limitations
Some limitations were experienced while conducting this research in terms of demographic,
more specifically age group and their usage of technology.
Recommendations
In order to create positive attitudes towards general advertising and online advertising, it is
vital to understand the traits of personality. This will help in creating and delivering the right
advertisement according to the personality traits.
