Authors :
Yashwant Pratap Singh; Devyansh Gupta; Dr. Savdeep Vasudeva
Volume/Issue :
Volume 8 - 2023, Issue 1 - January
Google Scholar :
https://bit.ly/3IIfn9N
Scribd :
https://bit.ly/3j2iAtU
DOI :
https://doi.org/10.5281/zenodo.7568594
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.
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.
