An exploratory study examining different attitudes toward online advertising and video games

The purpose of this research is to assess the different attitudes various segments have toward online advertising and video games. It is theorized that varying attitudes toward online advertising and video games exist between segments due to each group's point of reference. The segments analyzed in this study were Consumers of online advertising and video games, Producers of advertising, and Producers of video games. Data was collected and analyzed within and between the three above-mentioned groups in an attempt to discover statistically significant trends and patterns validating the hypotheses driving this research

Name thesis:degree_name

Master of Arts

Level thesis:degree_level

Masters

Discipline thesis:degree_discipline

Advertising

Grantor

University of Texas at Austin

Year dc:date.issued

2003

Author dc:creator

• Longnecker, Beth Anne

Advisor dc:contributor.advisor

• Wilcox, Gary B.

• Video game interactivity
• Online advertising
• Consumer perception

Statement dc:rights

• Copyright © is held by the author. Presentation of this material on the Libraries' web site by University Libraries, The University of Texas at Austin was made possible under a limited license grant from the author who has retained all copyrights in the works.

Language dc:language.iso

eng

Identifier URI

http://dx.doi.org/10.26153/tsw/10974

OAI identifier oai:identifier

oai:repositories.lib.utexas.edu:2152/83981