The thesis examines attitudes towards outdoor advertising, with strong emphasis on gender-based differences. The research intends to reveal the most influencing factors, including gender, format, different images and recall. Earlier researchers have argued that females are inclined to rate advertisements more positively than men. Five different, but interconnected studies, one content analysis and four surveys, were implicated in order to measure the responses to advertising. It is further suggested that positive attitude towards outdoor advertising affects the purchase intent. The theme of sexualised advertising is also discussed within this research. After detailed examination of the advertisements in the centre of St. Petersburg it was concluded that females’ rating is considerably more positive compared to males in the situation of high processing opportunity. However, men were more positive when respondents were asked about more general attitudes to outdoor advertising. Recall of advertising was studied within the field settings and showed that women indeed demonstrate better visual memory. Such factors as format, content were proved to have influence on the recall. In addition, different visual preferences were tested within one study. The findings prove that gender differences in perception of outdoor advertising do exist and should be taken into consideration by advertisers in order to raise the effectiveness of advertising campaigns.

The rapid growth in mobile communication in South Africa makes it an important new advertising medium, and that is why an understanding of attitudes towards mobile advertising is important. As the most technologically astute generation, the Generation Y cohort (individuals born between 1986 and 2005) represents an important current and future market segment for digital media, including mobile media. In South Africa, black African make up the majority of the Generation Y cohort (hereinafter referred to as black Generation Y). Given the size of the black Generation Y market segment in South Africa, and the potential earning power and influential role of those with a tertiary qualification, a need was identified to propose and empirically test a model of possible antecedents that may determine attitudes towards mobile advertising amongst black Generation Y students. The sampling frame for the study included black Generation Y students aged between 18 and 24 who were registered at South Africa’s 23 public registered higher education institutions (HEIs). This sampling frame was narrowed down, using judgement sampling, to three HEI campuses situated in the Gauteng province – one from a comprehensive university, one from a traditional university and one from a university of technology. Lecturers at each of the campuses were contacted and asked if they would allow a questionnaire to be distributed to their students during class time. A convenience sample of 600 students across these three campuses was taken in 2013. Self-administered questionnaires, designed to measure the antecedents influencing black Generation Y students’ attitudes towards mobile advertising, were hand delivered to students during class time at each of the three campuses. The statistical analysis of the collected data included exploratory factor analysis, descriptive statistical analysis, correlation analysis and structural equation modelling. The findings of the study suggest that South African black Generation Y students have a strong positive attitude towards advertising in general, and towards communicating using the SMS function. Moreover, they have a positive attitude towards the value of mobile advertising. It appears that they find mobile advertisements to be intrusive, and do not perceive mobile advertisements to have much entertainment value, which may account for them not having an overall positive attitude towards mobile advertising. Attitude towards advertising and credibility were found to have a significant direct influence on black Generation Y students’ perceived value of mobile advertising, which in turn has a significant direct influence on black Generation Y students’ overall attitude towards mobile advertising. Personalisation and in formativeness have a significant positive influence on credibility. Entertainment, attitudes towards advertising, control and credibility have a significant positive influence on the perceived value of mobile advertising. Intrusiveness has a significant negative influence on overall attitudes towards mobile advertising, while trust and perceived value have a significant positive influence. This study will contribute to developing a profile of the consumer behaviour of the black Generation Y student in South Africa concerning their attitude towards mobile advertising. This research study aimed to develop a conceptual model to illustrate the antecedents that influence black Generation Y students’ attitudes towards mobile advertising. The findings of this study will act as marketing strategy guidelines for marketers seeking to reach this segment through mobile advertising. The findings of this study will be of value to South African marketers, as well as international advertisers, seeking to target this lucrative market segment. / PhD (Marketing Management), North-West University, Vaal Triangle Campus, 2014

The rapid growth in mobile communication in South Africa makes it an important new advertising medium, and that is why an understanding of attitudes towards mobile advertising is important. As the most technologically astute generation, the Generation Y cohort (individuals born between 1986 and 2005) represents an important current and future market segment for digital media, including mobile media. In South Africa, black African make up the majority of the Generation Y cohort (hereinafter referred to as black Generation Y). Given the size of the black Generation Y market segment in South Africa, and the potential earning power and influential role of those with a tertiary qualification, a need was identified to propose and empirically test a model of possible antecedents that may determine attitudes towards mobile advertising amongst black Generation Y students. The sampling frame for the study included black Generation Y students aged between 18 and 24 who were registered at South Africa’s 23 public registered higher education institutions (HEIs). This sampling frame was narrowed down, using judgement sampling, to three HEI campuses situated in the Gauteng province – one from a comprehensive university, one from a traditional university and one from a university of technology. Lecturers at each of the campuses were contacted and asked if they would allow a questionnaire to be distributed to their students during class time. A convenience sample of 600 students across these three campuses was taken in 2013. Self-administered questionnaires, designed to measure the antecedents influencing black Generation Y students’ attitudes towards mobile advertising, were hand delivered to students during class time at each of the three campuses. The statistical analysis of the collected data included exploratory factor analysis, descriptive statistical analysis, correlation analysis and structural equation modelling. The findings of the study suggest that South African black Generation Y students have a strong positive attitude towards advertising in general, and towards communicating using the SMS function. Moreover, they have a positive attitude towards the value of mobile advertising. It appears that they find mobile advertisements to be intrusive, and do not perceive mobile advertisements to have much entertainment value, which may account for them not having an overall positive attitude towards mobile advertising. Attitude towards advertising and credibility were found to have a significant direct influence on black Generation Y students’ perceived value of mobile advertising, which in turn has a significant direct influence on black Generation Y students’ overall attitude towards mobile advertising. Personalisation and in formativeness have a significant positive influence on credibility. Entertainment, attitudes towards advertising, control and credibility have a significant positive influence on the perceived value of mobile advertising. Intrusiveness has a significant negative influence on overall attitudes towards mobile advertising, while trust and perceived value have a significant positive influence. This study will contribute to developing a profile of the consumer behaviour of the black Generation Y student in South Africa concerning their attitude towards mobile advertising. This research study aimed to develop a conceptual model to illustrate the antecedents that influence black Generation Y students’ attitudes towards mobile advertising. The findings of this study will act as marketing strategy guidelines for marketers seeking to reach this segment through mobile advertising. The findings of this study will be of value to South African marketers, as well as international advertisers, seeking to target this lucrative market segment. / PhD (Marketing Management), North-West University, Vaal Triangle Campus, 2014

Purpose – The purpose of this study is to explore consumers’ attitudes towards native advertising and its perceived value. Design/methodology/approach – This research has a qualitative and exploratory nature. Forthe empirical material, primary data is collected through conducting in-depth semi-structured interviews. Findings – Consumers’ persuasion knowledge in relation to native advertising is found to be low. The advertising value of native advertising is positive since the consumers considered it to be entertaining, informative and credible. Furthermore, it was not considered as irritating which enhances the advertising value as well. Design was found to be its own category as it has an effect on all dimensions to enhance the advertising value. Since the advertising value is positive and enhanced, the attitudes of consumers towards native advertising are positive. Research implications/limitations – The main implications of this research are: native advertising can be used as a solution to consumers avoiding online advertising and in order for it to be successful, the design, content and frequency have to be taken into consideration. Since this research is qualitative, it has a subjective nature which might result in researcher induced bias. Furthermore, the age of the interviewees’ range from 21 to 38 years old which unlikely represents the whole population. Originality/value – As there is a lack of research in the field of native advertising, this research contributes to the field with knowledge about consumers’ attitudes towards it as well as how native advertising creates value. Additionally, the researchers applied the attitudes-towards-advertising model for this specific context and augmented it with a new dimension, design. This research also contributes with knowledge about each dimension in the native advertising context. Lastly, this research shows advertisers how native advertising should be used in terms of content, frequency and design.