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

dc.contributor.advisorWilcox, Gary B.
dc.creatorLongnecker, Beth Anne
dc.date.accessioned2020-12-21T22:11:43Z
dc.date.available2020-12-21T22:11:43Z
dc.date.issued2003-12-20
dc.description.abstractThe 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 researchen_US
dc.description.departmentAdvertisingen_US
dc.format.mediumelectronicen_US
dc.identifier.urihttps://hdl.handle.net/2152/83981
dc.identifier.urihttp://dx.doi.org/10.26153/tsw/10974
dc.language.isoengen_US
dc.relation.ispartofUT Electronic Theses and Dissertationsen_US
dc.rightsCopyright © 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.en_US
dc.rights.restrictionRestricteden_US
dc.subjectVideo game interactivityen_US
dc.subjectOnline advertisingen_US
dc.subjectConsumer perceptionen_US
dc.titleAn exploratory study examining different attitudes toward online advertising and video gamesen_US
dc.typeThesisen_US
dc.type.genreThesisen_US
thesis.degree.departmentAdvertisingen_US
thesis.degree.disciplineAdvertisingen_US
thesis.degree.grantorUniversity of Texas at Austinen_US
thesis.degree.levelMastersen_US
thesis.degree.nameMaster of Artsen_US
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