Modelling online advertising design quality influences on millennial consumer attitudes in South Africa

Abstract

Millennials’ advanced knowledge and exposure to product experiences, and irrelevant placement of online advertising has led to an increase of online advertising avoidance. However, effective online advertising design may assist in establishing more positive sentiments towards digital forms of marketing communication. The study used the visual rhetoric theory as the theoretical basis to examine millennial consumer attitudes. The main research aims were to propose an online advertising design quality model, and to ascertain the influence of online advertising design quality on millennial consumer attitudes. The study employed a quantitative research design via an empirical online survey. Online advertising design quality has resulted in a positive effect on relevant information, value, disruptive online placement and timing, personalization and price consciousness, a negative influence on privacy concern and distrust, and ad irritation across various online platforms. This study heightens the importance of design elements and the visual aesthetics of online advertising.