CONSUMERS’ ATTITUDE TOWARDS ONLINE ADVERTISING: THE MODERATING ROLE OF PERSONALITY

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.