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    Beliefs, attitudes and consumer responses toward outdoor advertising in Saudi Arabia
    (İstanbul Gedik Üniversitesi, 2022) Addas, Maram; Toptaş, Metin
    This research aims to examine beliefs, attitudes, and Consumer Responses Toward Outdoor Advertising in Saudi Arabia. Accordingly, a model developed to test to direct effect of Belief toward Outdoor Advertising (BTOA) as the independent variable on Customer Responses (CR) as the dependent variable, as well as possible indirect effect of Attitude toward Outdoor Advertising (ATOA) as the mediator variable. To test this mediation model, an add-on PROCESS V4 was used. The data collection method was an online survey (Questionnaire based on a 5-point Likert type scale) provide in one language only (English). The questionnaire was distributed over the internet and social media. WhatsApp groups, Snapchat and Instagram were used as applications. The sampling method was non-probability convenience sampling, and the target sample size was 200 due to the limited time and resources. Overall, a total of 213 sample was collected. And 16 of them were excluded from data analysis, because of a large amount of missing data. Finally, a total of 197 questionnaires were subjected to data analysis. Hence, after conducting a linear regression analysis via SPSS with a PROCESS add on, a strong direct impact of Belief toward Outdoor Advertising (BTOA) on the Customer Responses (CR) was detected. Also, the Attitude toward Outdoor Advertising (ATOA) successfully mediated this model's relationship between the predictor (BTOA) and the outcome (CR). The originality and value of the research comes from the fact that there are no other studies detected, which investigates how attitudes and beliefs may have an impact on certain customer responses in a significant consumer products market as such Saudi Arabia.