The Role of Beliefs and Its Effects on the Attitude of University Students towards Online Advertisements

Abstract

With the increased technological advancement, business improvement and popularity of social media the role of digital advertising is very crucial. Advertising as known influence on consumer behavior and creating positive or negative impact towards goods and services. The aim of the study was to analyze the relationship of belief factors (entertainment, credibility, irritation, good for economy and flow experience) that influence the use of advertising option among the university students. This study is first and filled the gap by examining the flow experience along with other belief factors like entertainment, credibility, irritation and good for economy on attitude towards online advertising, which has not been previously investigated together. Furthermore, past studies only mentioned its importance but not investigated. Survey method was employed and respondents were students. A total of 400questionnaire were distributed online among five public universities of Malaysia and 260questionnaires were received. In order to examine the hypothesis, this study used the structural equation modelling (SEM, AMOS). Results of the study revealed that of belief factors i-e entertainment, credibility, good for economy and flow experience had positive and significant effect on attitude on online advertising while irritation on the contrary, was found to have negative but significant effect on attitude on online advertising. The study highlights the important findings and recommends vital considerations for marketing managers and academicians regarding online advertisement.