Pattern for Internet Use and Attitudes towards Advertising

Internet commercials today have turned into an integral part of advertising planning for owners of goods and services by advertising executives. This is prompted by the ever-increasing importance of the Internet and advertising in different communities. The Internet advertising includes presentation of names, trademarks and advertising mottos and images in different sites. This paper intends to evaluate the relationship between the pattern of students’ use of the Internet and their attitude towards advertising by examining these two variables. This paper intends to evaluate the relationship between these two variables by examining the pattern of students’ use of the Internet and their attitude towards advertising. The paper has used survey method. Its statistical population consists of students of Faculty of Social Sciences and Communication of Allameh Tabatabaei University. The overall results indicate that consumers with average Internet usage in term of time have a more desirable attitude towards advertising in the web environment as compared to those with low or high usage. These relationships have been measured by using one-way analysis of variance (anova) test. In addition, the theme which consumers use the Internet for has a significant relationship with their attitudes towards advertising in the web environment. The findings suggest that those who have highest use of social networking or email as well as the Internet informative applications have a relatively favorable or positive attitude towards advertising. Also, the statistical test’s results on comparison of the means indicate that there is no meaningful difference between the attitude of men and women toward the Internet advertising.