The Influence of Ad content, visual product aesthetic and public opinion towards consumer attitude on advertising: a multi device study of desktop and mobile device.
- Author
- Mushokori, Vannesa M.
- Title
- The Influence of Ad content, visual product aesthetic and public opinion towards consumer attitude on advertising: a multi device study of desktop and mobile device.
- Abstract
- The purpose of this study was to examine the effects of ad content, visual product aesthetics and public opinion towards consumer attitude on advertising. A multi- device study was conducted using desktop and mobile device. A conceptual framework was developed to help link existing practical and theoretical knowledge gaps in the relationship between the variables. Three dimensions were proposed and tested. The general purpose of the study was to assess the effects of ad content, visual product aesthetic and public opinion towards consumer attitude on advertising. As noted, multi-device study using desktop and mobile. The specific purposes of the study were to examine the effects of ad content towards consumer attitude on advertising via different device desktop and mobile, to assess how visual product aesthetic affects consumer attitude on the digital advertising, to assess the role of public opinion towards consumer attitude on advertising. The sample size was 300 urban consumers. The study used quantitative data collection procedures using questionnaire that was physically distributed by the researcher. The statistical package for social science (SPSS) Amos version 26 was used as a quantitative software package to analyze quantitative data. The results were summarized as figures.
- Date
- June 2025
- Publisher
- BUSE
- Keywords
- AD Content
- Public Opinion
- Visual Product Aesthetic
- Desktop and Mobile Device
- Supervisor
- Dr. Chingwaru
- Item sets
- Department of Marketing
