ATTITUDES TOWARD ADVERTISING ON THE OVER - THE - TOP MESSAGING PLATFORM

Abstract

Today, organizations and individuals are likely changing the way of running business and marketing before due to the rapid change in Internet innovation as well as communication technology. These advances makes mobile marketing become very promising in Vietnam and of course numerous firms have greatly invested in strategizing this communication mean by many resource kinds. Amongst multiple marketing channels, the OTT (Over-The-Top) messaging that referred to in-app messaging or internet messaging is a simple tool in making mobile advertising more effective than ever before. The main objective of this study is to study the attitudes toward advertising on OTT messaging platform, by investigating five factors: entertainment, irritation, informativeness, credibility and personalization. For answering the research questions, quantitative data have been collected through the online questionnaires. The measurement scales adapted from previous theories and researches are utilized in the questionnaires. Approximately, there are three hundred people joined in this research by convenient sampling method. Then, the data retrieved through the surveys has been analyzed using SPSS. The statistical results show that Ho Chi Minh City youths mainly perceive the entertainment, informativeness, credibility and personalization as the important roles in affecting consumer attitudes toward advertising on OTT messaging positively. Furthermore, marketers should integrating these advertising components in planning advertising campaigns through over the top messaging platform. Keywords: attitudes, advertising, mobile advertising, OTT, Over The Top, messaging