The impact of 3D animation advertising on audience attitudes and behaviour toward Airtel money

Abstract

The study sought to investigate the impact of 3D animation advertising on audience attitudes and behaviour towards Airtel money service. Using the Elaboration Likelihood Model (ELM) and Theory of Planned Behaviour (TPB) as a theoretical framework, the study collected data (N=301) from both existing and potential customers of Airtel network using survey as a data collection method. Correlation analysis was conducted to test the relationship between exposure to Airtel moneys 3D animation advert and audience attitudes towards the advert; and the relationship between exposure to Airtel moneys 3D animation advert and audience behaviour towards Airtel money services. Results indicate that there is a positive relationship between exposure to Airtel money’s 3D animation advert and attitudes and behaviour of telecom subscribers. The audience attitudes towards Airtel money 3D animation advert were negative. The implication of this finding is that repeat exposure to Airtel money’s 3D animation advert is likely to negatively affect audience attitudes towards the advert. Another finding is that there is a positive relationship between exposure to Airtel money’s 3D animation advert to audience behaviour towards Airtel money services. The behaviour intention of respondents exposed to Airtel money 3D animation advert were significantly more neutral than those not exposed to the advert. The implication of this finding is that repeat exposure to Airtel moneys 3D animation advert is likely to neutrality affect audience behaviour toward the Airtel money services. There is need for Airtel Uganda to change these negative attitudes and form positive attitudes by improving the message of Airtel money’s 3D animation advert. In particular, the advertiser should focus on message aspects such as entertainment, informativeness, irritability and credibility, in order to improve Airtel subscribers’ attitudes.