Abstract
Effectiveness of advertisements in various mediums has been a topic of interest and research among scholars for a long time. It has been found in advertising literature that Consumers' Attitude towards advertising has got a direct relationship to the effectiveness of any advertisement. This attitude of consumers' is influenced by their beliefs regarding online advertising and can be successfully predicted by the dimensions of those beliefs. The research design was descriptive. Data were collected from 300 students who are doing graduate and post graduate studies in Kerala with the help of online questionnaire using nonprobability convenience sampling. The instrument consists of 18 items anchored on agreement continuum scale ranging from strongly disagree to strongly agree and 3 questions related to the demographic profile of consumers. Pearson Correlation analysis was used to investigate the relationship between variables such as Informative, Entertainment and Irritation and Attitude towards online advertising. Information and entertainment have got a positive relationship with attitudes towards online advertising while irritation was found negatively related to attitudes.
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