Publication Date: 2023/01/25
Abstract: The purpose of this study is to investigate attitude of the youth towards the mobile advertisingor m-advertising. The result of the research on the basis of demographics shows that the youth experienced most of the ads in the form of text & banner ads, rewarded ads, and in-app ads but they prefer ads in the form of playable ads, rewarded ads, and rich media ads. The most of the m-advertising experienced is on the internet browsers and social networks. To find the attitude of youth we have used the correlation and multiple regression analysis in out study.
Keywords: Attitude, variable affecting attitude, youth, mobile advertising, m-advertising, multiple regression analysis, reliability analysis, Cronbach’s alpha.
DOI: https://doi.org/10.5281/zenodo.7568594
PDF: https://ijirst.demo4.arinfotech.co/assets/upload/files/IJISRT23JAN836_(1).pdf
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