Attitude of Youth towards Mobile Advertising in Higher Education


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

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.

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