Abstract
“Attitude is one of the most essential issues in advertising effectiveness”
(Saadeghvaziri, Dehdashti and Askarabad 2013).
Advertising is constantly evolving and at an unprecedented rate. An advertisers’ main objective
in marketing communications is to persuade a consumer’s attitude that will lead to favourable
results. A consumer’s attitude towards an advert, plays an important role in their attitude
towards the brand, and attitude towards purchase intention. Advertisers are constantly trying
to understand and predict consumer attitudes. Consumer attitudes and advertising have
received a lot of academic attention over the past number of years, however none specifically
regarding attitudes towards fashion video advertising online.
This dissertation explores female attitudes towards fashion video advertising on Facebook and
YouTube. This research reveals various findings that have been unidentified in previous
academic literature.
The research methodology undertaken is exploratory and qualitative in nature. In-depth
interviews were conducted in order for the researcher to obtain detailed responses, which
revealed female opinions and attitudes towards the research topic at hand.
The outcome of this endeavour is providing an understanding of female attitudes towards video
advertising online, which is hoped to provide a point of reference for future research
appropriate to academics and practitioners alike. Author keywords: Attitudes, video advertising, online advertising
