The Impact of Online Advertising on Tunisian Consumers’ Purchase Intention Q1 2016 | ResearchGate | Digital Marketing Community

RESEARCH

The Impact of Online Advertising on Tunisian Consumers’ Purchase Intention Q1 2016 | ResearchGate

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This study focuses on the determinants of online advertising and the role of the mediating variable “attitude towards online advertising” in the relationship between perceived advertising value and consumer purchase intent.
It shows that online advertising value depends on its informativeness, credibility and entertainment value.
It also indicates that credibility and online advertising value affect consumers’ attitude towards this type of advertising. Finally, It shows that attitude plays a mediating role between recognize advertising value and purchase intent.

For more information, please download the full report.

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