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dc.contributor.advisorLiaukonyte, Jura
dc.contributor.authorXu, Lingyi
dc.contributor.authorWang, Lu
dc.contributor.authorYu Yingying
dc.description.abstractThis research focuses on the key attributes of audio advertising. Content analysis are conducted for the 121 audio ads objects with labels of attributes. Regression models and cluster analysis are then conducted based on the data collected from surveys. As a result, we find the relationship between attributes and willingness to buy, willingness to recommend a product and enjoyment level of an audio ad.
dc.titleInfluence of advertising attributes on audio ad effectiveness
dc.typedissertation or thesis Economics and Management of Professional Studies, Applied Economics and Management

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