The purpose of this study was to examine Mississippi?s Career and Technology School Administrators? attitudes and perceptions toward technology integration and to determine their knowledge and use of the NETS∙A. The study contributed to the literature on technology integration and the NETS∙A in the secondary classroom. The research design for this study was descriptive and correlational. A pilot study was conducted prior to the commencement of the research study in which no problems were identified. Out of a population of 144 Mississippi Career and Technology School Administrators, 102 participated in the study. A survey instrument consisting of three parts was used in this study. Part I of the instrument was designed to collect demographic data and to determine administrators? training and experience with technology. Part II was the "Survey of Administrative Attitudes and Perceptions toward Technology Integration", and Part III was the "Administrator Technology Self-Assessment Tool". The research questions posed in the study were developed to examine Mississippi Career and Technology School Administrators? attitudes and perceptions toward technology integration and to determine their knowledge and use of the NETS∙A. The study was further designed to determine whether relationships existed between the variable attitude and perceptions and the variables knowledge and use, demographic characteristics, and experience and training with technology integration. Pearson r, Spearman rs, and Point-biserial rpb were used to analyze the data of the returned surveys. After the data were collected and analyzed, the researcher determined that there was a statistically significant correlation between Mississippi Career and Technology School Administrators? attitudes and perceptions of technology integration and the variable knowledge and use of the NETS∙A and the variable experience and training with technology integration. There was no statistically significant correlation between Mississippi?s Career and Technology School Administrators? attitudes and perceptions of technology integration and the variables age, sex, and years experience as an administrator. Conclusions and recommendations based on the findings in this study indicated that Mississippi Career and Technology School Administrators should be required to increase their experience and training with technology integration. School administrators should also broaden their knowledge and increase their use of the NETS∙A.

Previous research has provided insights into factors influencing attitudes toward advertising in general, and those factors influencing attitudes toward advertising in a particular medium. However, attitudes towards Facebook advertising, especially those of Generation Y, have received relatively little research attention, especially in the South African context. The Generation Y cohort (individuals born between 1986 and 2005) are heavy users of Facebook, and access the site on a daily basis. In South Africa, approximately 20 million of the country’s population of 52 982 000 fall into the Generation Y cohort; this makes them a salient market segment. Those engaged in tertiary education are of particular interest to marketers as a tertiary qualification is often an indication of higher future earning potential, and higher social status within a community. The purpose of this study was to propose and test a model of the possible determinants and inhibitors of Generation Y students‟ attitudes towards advertising, in the Facebook environment, within the South African context. The proposed model suggests that information value, entertainment value, credibility, self-brand congruity and trust in site are predictors of attitude towards advertising in the Facebook environment, while invasiveness of advertisements and time cost are inhibitors of attitude towards advertising in the Facebook environment. The study hypothesised that information value, entertainment value, credibility, self-brand congruity, trust in site, invasiveness of advertisements and time cost impact on Generation Y students‟ perceived value of advertisements on Facebook that in turn directly influence attitudes towards advertising on Facebook. The study followed a descriptive research design using a single cross-sectional sample and a self-administered survey questionnaire. A non-probability convenience sample of 450 students enrolled at three public higher education institutions (HEIs) of South Africa located in the Gauteng Province was drawn for the study. Lecturers at the three HEIs were contacted and asked if they would allow the questionnaire to be distributed to their students during class. Of the questionnaires completed, there were 306 usable self-administered questionnaires. Data were analysed using exploratory factor analysis, Pearson’s Product-Moment correlation analysis and structural equation modelling. Before testing and confirming the hypothesised construct paths, a measurement model was developed based on the exploratory factor analysis and correlation analysis. The results of the correlation analysis showed that invasiveness of advertisements and time cost did not have a significant relationship with the two endogenous constructs of value and attitude towards advertisements on Facebook. As such, the measurement model excluded these two constructs. The measurement model identified seven latent variables identifying attitudes towards advertisements in the Facebook environment as a seven-factor structure. Confirmatory factor analysis was performed, and the results confirmed the existence of convergent and discriminant validity. The measuring scale of this study also demonstrated composite reliability. The initial structural model (Structural Model A) hypothesised that information value, entertainment value, credibility, self-brand congruity and site trust directly influence perceived value, which, in turn, influences overall attitude towards advertising in the Facebook environment. Despite the fit indices indicating the overall fit of the hypothesised structural model as acceptable, the path between self-brand congruity and value, as well as the path between site trust and value, were negative and not significant. As such, a revised model based on the original measurement framework was tested. The revised structural model (Structural Model B) was tested to determine whether self-brand congruency and site trust have a direct positive influence on Generation Y students‟ overall attitude to advertising in the Facebook environment, rather than an indirect influence via their influence on perceived value. In Structural Model B, information value, entertainment value and credibility have a significant positive influence on Generation Y students‟ perceived value of advertisements on Facebook, and perceived value has a significant positive influence on attitudes towards advertisements on Facebook. Similar to the findings of previous studies, Structural Model B revealed that self-brand congruity and site trust have a significant positive and direct influence on Generation Y student‟ overall attitude towards advertising in the Facebook environment. Furthermore, the revised model (Structural Model B) appears to fit the data better than that of Structural Model B. This study contributes to the body of knowledge in the area of attitude towards advertising by empirically testing a model of factors influencing Generation Y‟s attitudes towards advertising in the Facebook environment, and ascertaining which factors act as antecedents to successful advertising on Facebook. It suggested that attitude towards advertising in the Facebook environment is a seven-factor structure composed of overall attitude, information value, entertainment value, credibility, self-brand congruity, trust in site and perceived value. The study also offers recommendations and guidance for marketers who seek to incorporate Facebook in their marketing communication mix. / PhD (Marketing Management), North-West University, Vaal Triangle Campus, 2014

Graduation date: 1995

This research is trying to understand the effectiveness of endorsed advertisings, which are attitude toward the ad [AAd], attitude toward the brand [AB], and purchase intentions [PI], under different spokespersons types (celebrity/expert/typical consumer), and product types (jeans/milk/shampoo). The data was analyzed mainly by 2-Way ANOVA, and regression. The major conclusions are: 1. The difference between the types of spokesperson and the types of product has significantly influenced the advertising effectiveness. 2. In the advertisings of different types of product, the types of spokesperson, AAd, and AB influence PI. The data shows the type of spokesperson influences PI by influencing AAd and AB. 3. In the advertisings of shampoo, sex will make significant differences between the types of spokesperson. In the AAd dimension, it shows men prefer expert to endorse the shampoo. Otherwise, in the AB dimension women prefer typical consumer to endorse. 4. Expert is more effective than other types when he endorses the jeans and shampoo. Typical consumer has the highest score in AB and PI than others in the advertising of milk due to the closer position with the consumers.

This thesis investigated attitudes toward sexual harassment (SH) and relationship between these attitudes, ambivalent sexism and ambivalence toward men. 311 Middle East Technical University students with a mean age of 22 participated in this study. Attitudes toward SH was measured by Sexual Harassment Attitude Scale (SHAS), which has three subfactors / accepting SH as a result of provocative behaviors of women, accepting SH as normal flirtations between men and women, and endorsement of SH as a trivial matter, respectively. Ambivalent sexism was measured by Ambivalent Sexism Inventory (ASI) and ambivalence toward men was measured by Ambivalence toward Men Inventory (AMI). Sequential regression analysis revealed that gender, Hostile Sexism (HS) and Benevolence toward Men (BM) predicted acceptance of SH as provocative behaviors of women. Additional analysis demonstrated that gender, BM, Benevolent Sexism (BS) and age predicted acceptance of SH as normal flirtations. Finally, BS, gender, economy class and department were significantly predicting endorsement of SH as a social problem. Main contributions of this thesis were investigating (1) attitudes toward sexual harassment and its relationship with ambivalent sexist attitudes toward not only to women but also to men and (2) effects of gender, and some other demographic variables such as age, department and economy class on predicting attitudes toward SH.

Data collected from a survey questionnaire via personal interviews among 488 college students was used to examine relationships among attitude toward alcohol advertising, attitude toward alcohol beverages, perceived influence of alcohol advertising on oneself, perceived influence of alcohol advertising on others, and attitude toward restrictions of alcohol advertising. Results supported the hypothesized direct effect of advertising attitudes and product attitudes on attitude toward restrictions. Also supported was the indirect effect of advertising and product attitudes on attitudes toward restricting alcohol advertising via such mediators as perceived influence of the ads on self and others using the theories of first- and third- person effects. Implications for future research, public policies, and marketing practices - including responsibility marketing - are discussed.

Previous research has provided insights into factors influencing attitudes toward advertising in general, and those factors influencing attitudes toward advertising in a particular medium. However, attitudes towards Facebook advertising, especially those of Generation Y, have received relatively little research attention, especially in the South African context. The Generation Y cohort (individuals born between 1986 and 2005) are heavy users of Facebook, and access the site on a daily basis. In South Africa, approximately 20 million of the country’s population of 52 982 000 fall into the Generation Y cohort; this makes them a salient market segment. Those engaged in tertiary education are of particular interest to marketers as a tertiary qualification is often an indication of higher future earning potential, and higher social status within a community. The purpose of this study was to propose and test a model of the possible determinants and inhibitors of Generation Y students‟ attitudes towards advertising, in the Facebook environment, within the South African context. The proposed model suggests that information value, entertainment value, credibility, self-brand congruity and trust in site are predictors of attitude towards advertising in the Facebook environment, while invasiveness of advertisements and time cost are inhibitors of attitude towards advertising in the Facebook environment. The study hypothesised that information value, entertainment value, credibility, self-brand congruity, trust in site, invasiveness of advertisements and time cost impact on Generation Y students‟ perceived value of advertisements on Facebook that in turn directly influence attitudes towards advertising on Facebook. The study followed a descriptive research design using a single cross-sectional sample and a self-administered survey questionnaire. A non-probability convenience sample of 450 students enrolled at three public higher education institutions (HEIs) of South Africa located in the Gauteng Province was drawn for the study. Lecturers at the three HEIs were contacted and asked if they would allow the questionnaire to be distributed to their students during class. Of the questionnaires completed, there were 306 usable self-administered questionnaires. Data were analysed using exploratory factor analysis, Pearson’s Product-Moment correlation analysis and structural equation modelling. Before testing and confirming the hypothesised construct paths, a measurement model was developed based on the exploratory factor analysis and correlation analysis. The results of the correlation analysis showed that invasiveness of advertisements and time cost did not have a significant relationship with the two endogenous constructs of value and attitude towards advertisements on Facebook. As such, the measurement model excluded these two constructs. The measurement model identified seven latent variables identifying attitudes towards advertisements in the Facebook environment as a seven-factor structure. Confirmatory factor analysis was performed, and the results confirmed the existence of convergent and discriminant validity. The measuring scale of this study also demonstrated composite reliability. The initial structural model (Structural Model A) hypothesised that information value, entertainment value, credibility, self-brand congruity and site trust directly influence perceived value, which, in turn, influences overall attitude towards advertising in the Facebook environment. Despite the fit indices indicating the overall fit of the hypothesised structural model as acceptable, the path between self-brand congruity and value, as well as the path between site trust and value, were negative and not significant. As such, a revised model based on the original measurement framework was tested. The revised structural model (Structural Model B) was tested to determine whether self-brand congruency and site trust have a direct positive influence on Generation Y students‟ overall attitude to advertising in the Facebook environment, rather than an indirect influence via their influence on perceived value. In Structural Model B, information value, entertainment value and credibility have a significant positive influence on Generation Y students‟ perceived value of advertisements on Facebook, and perceived value has a significant positive influence on attitudes towards advertisements on Facebook. Similar to the findings of previous studies, Structural Model B revealed that self-brand congruity and site trust have a significant positive and direct influence on Generation Y student‟ overall attitude towards advertising in the Facebook environment. Furthermore, the revised model (Structural Model B) appears to fit the data better than that of Structural Model B. This study contributes to the body of knowledge in the area of attitude towards advertising by empirically testing a model of factors influencing Generation Y‟s attitudes towards advertising in the Facebook environment, and ascertaining which factors act as antecedents to successful advertising on Facebook. It suggested that attitude towards advertising in the Facebook environment is a seven-factor structure composed of overall attitude, information value, entertainment value, credibility, self-brand congruity, trust in site and perceived value. The study also offers recommendations and guidance for marketers who seek to incorporate Facebook in their marketing communication mix. / PhD (Marketing Management), North-West University, Vaal Triangle Campus, 2014

The purpose of this study was to investigate empirically the political talk show phenomenon in Taiwan. Specifically, the study examined the perceived influence of political talk shows on the Taiwanese audience themselves (first-person effect) and others (third-person effect), the attitudinal antecedents of the perceived influences, and attitude toward restrictions on political talk shows. Data were collected from a convenient sample of 1053 adult Taiwanese citizens via an online survey. The results supported the hypothesized relationships between attitude toward political talk shows and perceived influence of the shows on self and others. Results also supported the looking glass perception hypothesis whereby the perceived influence of political talk shows on oneself was projected onto that of others. The perceived influences on self and others were unrelated to attitude toward restrictions, however.

No description available.

No description available.