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In recent years, new media grow vigorously, and in which is most noticeable by the outdoor media. The reason is that along with the progress of technology the broadcasting of advertisement can be settled in many kinds of place filled with people, like department stores and supermarkets, no longer limited by the time or the place. Besides, people will be attracted by the visual and acoustic effect of this new medium. Therefore, this study is based on Web Advertising Attitude Model, and the main purpose of this study is to understand the audience¡¦s attitude toward digital signage, a new outdoor medium. Three findings are revealed. First, the relevant demographic variables have no significant effect on attitude toward advertising. Second, the informativeness and credibility of advertising have significant effect on advertising value. Furthermore, they will result in the positive attitude toward advertising. Finally, the entertainment and irritation have no significant effect on advertising value.

The location-based advertising utilizes location-tracking technology to provide users commercial information according to the locations of their mobile devices. This study discussed impact factors on audience¡¦s attitudes toward the location-based advertising. The results of the survey found that entertainment, personalization, privacy concerns, types of advertising and situational context significantly influenced on consumers¡¦ attitudes. The results indicate some implications for future research and marketers.

Social Media Influencers (SMIs) and their sponsored posts on the Social Media represent a growing part of tomorrow’s digital marketing landscape. Marketers hire them to recommend their products to their large audiences through friendly and engaging social media posts. To please marketers, increasing and maintaining their audience size is of the utmost importance. Consequently, number of followers, likes, and comments have become the metrics of SMIs success. However, recent contradictory publications of business magazines and academic research raised the question of SMIs’ online popularity, credibility, and their efficiency as brand endorsers. Hence, an online-based survey experiment based examined the audience’s attitude of SMI credibility across three different level of online popularity using Ohanian’s (1990) source credibility model. Further, the relationship between SMI credibility and brand attitude, and the mediating effect of attitude toward sponsored post were investigated using a research model adapted from Attitude toward advertising models. The findings revealed that the more an SMI is popular, the more he is perceived as a credible brand advocate, and SMI credibility was found to positively and directly influences brand attitude. Semi-structured interviews strengthened the discussion of the quantitative results. Theoretical and managerial contributions of the study are presented and suggestions for future research ensue.