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dc.contributor.advisorLiaukonyte, Jura
dc.contributor.authorXu, Lingyi
dc.contributor.authorWang, Lu
dc.contributor.authorYu Yingying
dc.date.accessioned2018-11-08T15:22:14Z
dc.date.available2018-11-08T15:22:14Z
dc.date.issued2018-05
dc.identifier.urihttps://hdl.handle.net/1813/60167
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.language.isoen_US
dc.titleInfluence of advertising attributes on audio ad effectiveness
dc.typedissertation or thesis
thesis.degree.disciplineApplied Economics and Management
thesis.degree.levelMaster of Professional Studies
thesis.degree.nameM.P.S., Applied Economics and Management


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