3D holographic fan advertising and its 

influence on consumer attitudes and purchase 

intentions 

 

submitted by  

Ripfalo Peace Hlungwani 

Student number: 2699822 

 

A research article submitted to the Faculty of Commerce, Law and Management, 

University of the Witwatersrand, in partial fulfilment of the requirements for the 

degree of Master of Business Administration  

 

Johannesburg, 2025 



i 
 

DECLARATION 

This serves to confirm that I, Mr Ripfalo Peace Hlungwani declare that this research 

report is my own work except as in the references and acknowledgements. It is 

submitted in partial fulfilment of the requirements for the degree of Master of Business 

Administration in the Graduate School of Business Administration, University of the 

Witwatersrand, Johannesburg. It has not been submitted before for any degree or 

examination in this or any other university. 

 

 

Ripfalo Peace Hlungwani 

 

Signed at Germiston 

On the 18th day of February 2025 

 

 



ii 
 

ACKNOWLEDGEMENTS 

I would like to express my sincere gratitude to my supervisor Dr Yvonne Kabeya Saini 

for her guidance and support throughout this study. Thank you for your attention, and 

contributions and for believing in me. 

I would also like to acknowledge the Mining Qualification Authority's financial support 

for my MBA studies. 

I would also like to express my gratitude to the restaurant owners who allowed me to 

collect data on their premises. Your continued support was highly appreciated 

throughout this research work. 

I would also like to send a special thank you to my wife Xitshembiso Makukule for her 

continuous and endless love and for supporting my dream even in difficult conditions. 

Your tenacity and encouragement kept me strong and going. Thank you! 

Above all, I would like to thank the Almighty God. 

 



iii 
 

ABSTRACT 

The rise of holographic display technology in marketing communications has the 

potential to enhance consumer engagement by enabling realistic and interactive 3D 

experiences. However, limited research exists on consumer perceptions of 3D 

holographic fan advertising, particularly from a Global South perspective. This study 

examined how consumer attitudes and purchase intentions are influenced by 3D 

holographic fan advertising, using the Stimulus-Organism-Response (SOR) theory 

and the Advertising Value Model as theoretical foundations. 

A quantitative approach was used, with data collected through a self-administered 

questionnaire using a mall-intercept method at points of experience in South African 

restaurants. A non-probability convenience sampling technique was used, yielding a 

sample size of 390 respondents. 

The findings indicate that South African consumers have a positive reception towards 

3D holographic fan advertising. Informativeness, entertainment, irritation, and 

credibility were identified as key predictors of consumer attitudes, with entertainment 

being the most valued factor. The results further revealed that informativeness and 

credibility are strong predictors of purchase intentions, while positive consumer 

attitudes towards the 3D holographic fan advertisements significantly influence 

purchase intentions. 

This study contributes to marketing communication literature by bridging the gap 

between technological advancements and consumer preferences. It provides 

empirical insights to assist marketing professionals in integrating 3D holographic fan 

advertising into their strategic campaigns. Additionally, the study offers a Global South 

perspective, enriching the understanding of emerging consumer trends in digital 

advertising. 



iv 
 

TABLE OF CONTENTS 
DECLARATION .......................................................................................................... i 

ACKNOWLEDGEMENTS ........................................................................................... ii 

ABSTRACT ............................................................................................................... iii 

LIST OF FIGURES..................................................................................................... vi 

LIST OF TABLES .................................................................................................... viii 

CHAPTER 1: INTRODUCTION ................................................................................. 1 

1.1 Statement of Purpose ................................................................................ 1 

1.2 Background of the Study .......................................................................... 2 

1.2.1 South African Advertising Industry ........................................................ 2 

1.2.2 Adoption of Marketing Communications Tools ...................................... 2 

1.2.3 3D Holographic Fans ............................................................................ 2 

1.2.4 Consumer Behaviour ............................................................................ 3 

1.3 Problem Statement .................................................................................... 3 

1.4 Research Aim and Objectives (RO) .......................................................... 4 

1.4.1 Aim........................................................................................................ 4 

1.4.2 Specific Objectives ............................................................................... 4 

1.5 Research Questions (RQ).......................................................................... 5 

1.6 Rationale of the Study ............................................................................... 5 

1.7 Delimitations of the Study ......................................................................... 5 

1.8 Assumptions .............................................................................................. 6 

CHAPTER 2: LITERATURE REVIEW ....................................................................... 7 

2.1 Introduction ................................................................................................ 7 

2.2 Background of the Study .......................................................................... 7 

2.2.1 Marketing .............................................................................................. 7 

2.2.2 Marketing Mix ....................................................................................... 7 

2.2.3 Marketing Promotional Tools ................................................................. 8 

2.2.4 Advertising ............................................................................................ 8 

2.2.5 3D Holographic Fan Display Technology .............................................. 9 

2.2.6 Advertising Influence on Consumer Behaviour ................................... 10 

2.3 Theoretical Framework ............................................................................ 13 

2.3.1 Stimulus-Organism-Response (SOR) Theory ..................................... 14 

2.3.2 Advertising Value Model ..................................................................... 14 

2.4 Hypothesis Development ........................................................................ 15 

2.4.1 Consumer Attitudes ............................................................................ 15 

2.4.2 Purchase Intentions. ........................................................................... 17 



v 
 

2.5 Measuring Attitudes and Purchase Intention ........................................ 18 

2.5.1 Measuring Attitudes ............................................................................ 19 

2.6 Conceptual Framework ........................................................................... 19 

2.7 Conclusion of Literature Review ............................................................ 20 

CHAPTER 3: METHODOLOGY .............................................................................. 21 

3.1 Introduction .............................................................................................. 21 

3.2 Research Design ...................................................................................... 21 

3.3 Population and Sampling ........................................................................ 21 

3.3.1 Population ........................................................................................... 21 

3.3.2 Sample and Sampling Method ............................................................ 21 

3.4 Research Instrument ............................................................................... 22 

3.5 Pilot Study ................................................................................................ 24 

3.5.1 Data Collection ................................................................................... 24 

3.5.2 Data Processing ................................................................................. 24 

3.5.3 Pilot Study Results .............................................................................. 24 

3.6 Data Analysis Strategies and Interpretation .......................................... 25 

3.7 Limitations ................................................................................................ 26 

3.8 Quality Assurance .................................................................................... 26 

3.8.1 External Validity .................................................................................. 26 

3.8.2 Internal Validity.................................................................................... 26 

3.8.3 Reliability ............................................................................................ 26 

3.9 Ethical Considerations ............................................................................ 26 

CHAPTER 4: RESULTS .......................................................................................... 28 

4.1 Introduction .............................................................................................. 28 

4.2 Sample Characteristics ........................................................................... 28 

4.2.1 The Age Group of Participants ............................................................ 28 

4.2.2 Time Spent.......................................................................................... 29 

4.3 Consumer Attitudes Towards 3D Holographic Fan Advertising .......... 29 

4.3.1 Informativeness (INF) ......................................................................... 29 

4.3.2 Entertainment (ENT) ........................................................................... 32 

4.3.3 Irritation (IR) ........................................................................................ 34 

4.3.4 Credibility (CR) ................................................................................... 36 

4.3.5 Attitudes (ATT) .................................................................................... 39 

4.4 Purchase Intentions (PI) .......................................................................... 41 

4.5 Measurement Model ................................................................................ 44 

4.5.1 Instrument Reliability........................................................................... 44 

4.5.2 Convergent Validity ............................................................................. 45 



vi 
 

4.5.3 Discriminant Validity ............................................................................ 45 

4.6 Structural Equation Model ...................................................................... 46 

4.7 Hypotheses Results ................................................................................. 49 

4.8 Summary of Results ................................................................................ 50 

CHAPTER 5: DISCUSSIONS .................................................................................. 51 

5.1 Introduction .............................................................................................. 51 

5.2 Relationship Between Informativeness and Consumer Attitudes ....... 51 

5.3 Relationship Between Entertainment and Consumer Attitudes .......... 52 

5.4 Relationship Between Irritation and Consumer Attitudes .................... 52 

5.5 Relationship Between Credibility and Consumer Attitudes ................. 53 

5.6 Relationship Between Consumer Attitudes and Purchase Intention .. 54 

5.7 Exploratory Findings ............................................................................... 55 

5.7.1 Relationship Between Informativeness and Purchase Intentions ....... 55 

5.7.2 Relationship Between Credibility and Purchase Intentions ................. 55 

5.8 Summary of Discussions ........................................................................ 55 

CHAPTER 6: CONCLUSIONS ................................................................................ 57 

6.1 Conclusion of the Study .......................................................................... 57 

6.2 Theoretical Implications .......................................................................... 58 

6.3 Managerial Implications .......................................................................... 58 

6.4 Recommendations and Further Studies ................................................ 59 

REFERENCE LIST .................................................................................................. 61 

APPENDIX I: THE INSTRUMENT............................................................................ 72 

APPENDIX II: PILOT STUDY .................................................................................. 75 

APPENDIX III: PARTICIPATION INFORMATION SHEET ....................................... 83 

APPENDIX IV: CONSENT FORM............................................................................ 84 

 

 

LIST OF FIGURES 

Figure 2-1: An image showing the holographic fan device and how it displays objects 

in 3D. Source: Hussein et al. (2020)......................................................................... 10 

Figure 2-2: Consumer behaviour model. .................................................................. 11 

Figure 2-3: Proposed conceptual model for this study. ............................................. 20 

Figure 4-1: Age group distribution of the study. ........................................................ 28 

Figure 4-2: Average time spent at the restaurant before participating in the study. .. 29 



vii 
 

Figure 4-3: Findings of INF1, 3D holographic fan advertising provides timely 

information on products and services. ...................................................................... 30 

Figure 4-4: Findings of INF2, 3D holographic fan advertising provides relevant 

information on products and services. Source: Author’s conceptualisation .............. 31 

Figure 4-5: Findings of INF3, 3D Holographic fan advertising is a good source of 

information. .............................................................................................................. 31 

Figure 4-6: Findings for ENT1, 3D holographic fan advertising is interesting. .......... 32 

Figure 4-7: Findings for ENT2, 3D holographic fan advertising is enjoyable. ........... 33 

Figure 4-8: Findings for ENT3, 3D holographic fan advertising is entertaining. ........ 33 

Figure 4-9: Findings for ENT4, 3D holographic fan advertising is pleasing. ............. 34 

Figure 4-10: Findings for IR1, 3D holographic fan advertising is irritating. ............... 35 

Figure 4-11: Findings for IR2, 3D holographic fan advertising is annoying. .............. 35 

Figure 4-12: Findings for IR3, 3D holographic fan advertising is intrusive. .............. 36 

Figure 4-13: Findings for CR1, 3D holographic fan advertising is convincing. ......... 37 

Figure 4-14: Findings for CR2, 3D holographic fan advertising is believable. .......... 37 

Figure 4-15: Findings for CR3, 3D holographic fan advertising is credible. .............. 38 

Figure 4-16: Findings for CR4, 3D holographic fan advertising is a good reference for 

purchasing products. ................................................................................................ 39 

Figure 4-17: Findings for ATT1, I like 3D holographic fan advertising. ..................... 40 

Figure 4-18: Findings for ATT2, I feel like 3D holographic fan is good. .................... 40 

Figure 4-19: Findings for ATT3, 3D holographic fan advertising is creative. ............. 41 

Figure 4-20: Findings for PI1, I will buy products that are advertised on the 3D 

holographic fan. ........................................................................................................ 42 

Figure 4-21: Findings for PI2, I intend to buy products that are promoted on the 3D 

holographic fan. ........................................................................................................ 42 

Figure 4-22: Findings for PI3, I am likely to buy products that are promoted on the 3D 

holographic fan. ........................................................................................................ 43 

Figure 4-23: Findings for PI4, I will strongly recommend others to purchase 

products/services advertised on the 3D holographic fan. ......................................... 44 

Figure 4-24: Model to be assessed as presented in Chapter 2 and outcome of model 

assessment. ............................................................................................................. 46 

Figure 4-25: Modified path model. ............................................................................ 48 

 



viii 
 

LIST OF TABLES 

Table 3-1: Construct instrument for testing consumer attitudes and purchase 

intention. ................................................................................................................... 23 

Table 4-1: Instrument reliability and validity. ............................................................. 45 

Table 4-2: Discriminant validity of the instrument. .................................................... 46 

Table 4-3: Model fit for the proposed conceptual model. .......................................... 47 

Table 4-4: Model fit for modified model. .................................................................... 48 

Table 4-5: SEM outcome for the proposed hypotheses and exploratory findings. .... 49 

 

 



1  

CHAPTER 1: INTRODUCTION 

1.1 Statement of Purpose 

The use of hologram technology in advertising and its impact on consumer attitudes 

and purchase intentions is crucial and yet remains understudied. Emerging hologram 

technology offers an innovative way for consumers to visually interact with products 

and services (Verki & Piri, 2024). A study by Sadek (2019) found that the effective 

employment of hologram digital advertising has the potential to hold the attention of 

receivers. Moorchilot (2024) states that holographic display technology is expected to 

significantly impact advertising. Therefore, assessing consumer attitudes and 

behavioural intentions towards hologram advertising will form a foundation for their 

success in marketing communications. Consumer attitudes and purchase intentions 

are well-studied constructs in advertising, where various studies looked at media 

sources such as, amongst others; social media (Abbasi et al., 2023), mobile phones 

(Tsang et al., 2004), podcasts (Bezbaruah & Brahmbhatt, 2023), and print media 

(Saraiva & Lues, 2023). Understanding how consumer attitudes and purchase 

intentions are influenced by 3D (three-dimensional) holographic fan advertising will 

enhance knowledge and understanding of their potential use, with a focus on the 

South African market.  

Advertising is an important concept in marketing communication; it is how companies 

communicate information about their products and services (Misra & Vashisth, 2017). 

Consumers absorb information differently from different advertising media (Misra & 

Vashisth, 2017; Saraiva & Lues, 2023). South African digital out-of-home (DOOH) 

practitioners indicate that there is a lack of adoption of three-dimensional (3D) 

technologies in advertising (Roux, 2018). Gavino (2013) indicates that the new and 

fast-growing 3D hologram fan technologies can be applied in advertising. Therefore, 

the purpose of this study is to assess the use of 3D holographic fan displays as an 

advertising medium. In this assessment, different advertisements will be displayed on 

the 3D holographic fan located at South African restaurants to determine consumer 

attitudes towards the advertising medium and its influence on purchasing intentions. 

The assessment will be conducted using a quantitative research method. 



2  

1.2 Background of the Study 

1.2.1 South African Advertising Industry 

The South African advertising industry is poised for steady growth, with an expected 

compound annual growth rate (CAGR) of 5.5%, according to an industry report by 

PriceWaterhouseCoopers (PwC) (2023). This growth is driven by expanding various 

media platforms, including traditional television, out-of-home displays, cinema, 

Internet advertising, Internet access, radio, print media, podcasts, and over-the-top 

services (PwC, 2023). A key factor contributing to this growth is the increasing 

accessibility of the Internet in South Africa, allowing more people to engage with digital 

platforms and subscription-based services (PwC, 2023). Statista (2024) estimated that 

advertising spending in the country would have reached $2.155 million by 2024, 

highlighting the industry's financial expansion. Additionally, there has been a notable 

rise in influencer partnerships as brands seek to connect with digital-age consumers 

through social media and other online platforms (Statista, 2024). The continued 

adoption of emerging communication tools and digital strategies will be crucial in 

sustaining the growth of South Africa’s advertising industry. As technology evolves, 

businesses and advertisers must adapt to changing consumer behaviours to maximise 

engagement and market reach. 

1.2.2 Adoption of Marketing Communications Tools 

Technological innovations have diversified marketing communications, shaping 

consumer behaviour. Kushwaha et al. (2020) advocate for the continuous adoption of 

modern marketing tools. South African advertising is categorised into four main 

formats: outdoor billboards, street furniture, transit and transportation, and place-

based media (Roux et al., 2013). These formats can be static or digital. Kelsen (2012) 

predicts increased adoption of digital signage for indoor advertising. Globally, new 

technologies like augmented and virtual reality (Abbasi & Ali, 2020) and hologram 

technology (Barabas & Bove, 2013; Gavino, 2013; Haikuo, 2015) are entering the 

market. 

1.2.3 3D Holographic Fans 

Hologram technology, pioneered by scientist Dennis Gabor in the 1940s, has evolved 

into advanced 3D imaging today (Hussein et al., 2020), offering an immersive viewing 



3  

experience for consumers (Hussein et al., 2020). This technology can be applied as 

an advertising medium (Gavino, 2013; Sadek, 2019; Verki & Piri, 2024). Therefore, it 

is important to test how it influences consumer behaviour before it can be concluded 

that it is an effective way of communicating information. 

1.2.4 Consumer Behaviour 

Consumer behaviour is a well-studied concept in marketing. It deals with how 

consumers react in the market, looking at behaviour intentions, attitudes, habits, 

perceptions, and many other factors (Hyodo & Bolton, 2021; John et al., 2022; Nassè, 

2021; Paz & Vargas, 2023). Advertising mediums tend to influence consumer 

behaviour (Khan & Ali, 2020; Wijaya, 2012), and effective advertising tends to 

influence positive consumer attitudes and purchasing intentions (Gazley et al., 2015; 

Lee et al., 2017; Spears & Singh, 2004). 

1.3 Problem Statement 

The DOOH advertising industry in South Africa has been slow to adopt 3D digital light 

projection technologies (Roux, 2018). While 3D holographic fan displays have been 

successfully applied in various fields (Haikuo, 2015), including advertising (Barnes, 

2023; Verki & Piri, 2024), their impact on consumer attitudes and purchase intentions 

remains unexplored. Previous research has emphasised the importance of 

understanding consumer perceptions towards emerging advertising media (Van der 

Waldt et al., 2009), as consumer responses vary based on the platform used (Saraiva 

& Lues, 2023). 

Despite the potential of 3D holographic fan advertising to create immersive and 

engaging brand experiences, there is a lack of research assessing its effectiveness in 

shaping consumer attitudes and influencing purchase decisions. Roux (2018) 

highlights the need for studies that examine consumer perceptions towards DOOH 

advertising, yet no research has specifically evaluated consumer responses to 3D 

holographic fan advertisements in the South African market. This gap in knowledge 

limits advertisers' ability to optimise marketing strategies and leverage innovative 

technology for enhanced consumer engagement. 

This study assesses consumer attitudes and purchase intentions towards 3D 

holographic fan advertising. The research will provide valuable insights into its 



4  

effectiveness in influencing decision-making by analysing how consumers engage with 

and respond to this novel advertising medium. Understanding consumer attitudes can 

help businesses to develop more targeted and engaging advertising strategies, 

ensuring that marketing messages resonate with their intended audiences. 

The findings of this study will contribute to the advancement of South Africa’s digital 

advertising landscape, encouraging greater adoption of innovative technologies in 

marketing. Businesses will benefit from data-driven advertising strategies, leading to 

more effective consumer engagement and increased market competitiveness. 

Additionally, consumers may experience more interactive and visually appealing 

advertisements, enhancing their overall brand experience and satisfaction. Ultimately, 

this research will help to bridge the gap between technological advancements and 

consumer preferences, fostering a more dynamic and effective advertising industry. 

1.4 Research Aim and Objectives (RO) 

1.4.1 Aim 

The study aims to assess 3D holographic fan advertising and its influence on 

consumer attitudes and purchase intentions. 

1.4.2 Specific Objectives 

To address the aim of the study, a set of specific objectives need to be addressed and 

are given below: 

RO1: Determine to what extent the informativeness of advertisements 

displayed on a 3D holographic fan influences consumer attitudes. 

RO2: Determine to what extent the entertainment of advertisements displayed 

on a 3D holographic fan influences consumer attitudes. 

RO3: Determine to what extent the irritation of advertisements displayed on a 

3D holographic fan influences consumer attitudes. 

RO4: Determine to what extent the credibility of advertisements displayed on a 

3D holographic fan influences consumer attitudes. 

RO5: Determine to what extent consumer attitudes towards 3D holographic 

fans lead to purchasing intentions. 



5  

1.5 Research Questions (RQ) 

A set of research questions will guide the study and are given below: 

RQ1: To what extent does the informativeness of advertisements displayed on 

a 3D holographic fan influence consumer attitudes? 

RQ2: To what extent does the entertainment of advertisements displayed on a 

3D holographic fan influence consumer attitudes? 

RQ3: To what extent does the irritation of advertisements displayed on a 3D 

holographic fan influence consumer attitudes? 

RQ4: To what extent does the credibility of advertisements displayed on a 3D 

holographic fan influence consumer attitudes? 

RQ5: To what extent do consumer attitudes towards the 3D holographic fans 

lead to purchasing intentions? 

1.6 Rationale of the Study 

This study offers initial empirical evidence on consumer attitudes and purchase 

intentions towards 3D holographic fans as an advertising medium. This will inform 

brands about integrating 3D holographic fan technology into their marketing strategies. 

It addresses South Africa's limited and homogeneous digital media landscape noted 

by Roux et al. (2013). It explores how 3D holographic fan technology could diversify 

digital media offerings when adopted by the mainstream market. This study will also 

give an indication if this technology will be accepted by the general public, and attempt 

to popularise the use of this technology (Haikuo, 2015), primarily for marketing 

purposes. 

1.7 Delimitations of the Study 

This study will only focus on objectives aimed at stimulating consumer attitudes and 

behavioural responses such as purchasing, by using the advertising value model 

combined with Stimulus-Organism-Response (SOR) Theory (Dwinanda et al., 2022). 

Other potential effects such as brand awareness, capturing attention, and brand 

differentiation are not explored in this study. This study is limited to 3D holographic fan 

devices. This study will only focus on restaurants for the collection of data. 



6  

1.8 Assumptions 

This study assumes that the participants have spent at least more than 30 minutes in 

the restaurant, and that they have engaged with the 3D holographic fan. Secondly, the 

participants will respond honestly and truthfully to the questionnaire. Lastly, the sample 

size will be sufficient to alleviate the subjectivity of the participants. 

 

  



7  

CHAPTER 2: LITERATURE REVIEW 

2.1 Introduction 

This section presents the literature to establish the empirical and theoretical foundation 

of the study, focusing on the chosen advertising medium and its marketing potential. 

It explores consumer attitudes towards various advertising mediums and their impact 

on purchasing intentions, aiding in the development of hypotheses and a conceptual 

framework for the study. 

2.2 Background of the Study 

2.2.1 Marketing 

Marketing is a philosophy or activity that emphasises consumer satisfaction by 

creating and communicating products and services that bring value to consumers, 

partners and society (Lamb et al., 2020). Marketing plays a crucial role in a business; 

it seeks to improve sales and market share, introduce and promote new products and 

build relationships with consumers (Van Scheers, 2011). Marketing is required for the 

long-term success of the business. All business types (including small and medium 

enterprises (SMEs)) need a marketing function. A study by Van Scheers (2011) 

concluded that there is a high failure rate of small businesses that lack marketing skills 

and strategies. Therefore, every business needs a clear marketing strategy which 

defines their customer needs and groups, consumer needs changing, how they plan 

to compete with the existing competition and how they are going to manage marketing 

budgets (Palmatier & Sridhar, 2021). Once the marketing strategy is clearly defined, 

the business needs to develop a marketing mix that delivers value to all stakeholders. 

2.2.2 Marketing Mix 

The marketing mix model, initially coined as the ‘4Ps’ includes the ingredients that 

marketing managers employ to position their products or offers in the market, to better 

address customer satisfaction and to achieve organisational goals (Jain & Jain, 2022). 

The 4Ps were further developed into what we know today as the ‘7Ps’. An article by 

Focus7 (2018) defines and explains the 7Ps, which stand for Product, Place, Price, 

Promotion, People, Process and Physical evidence.  



8  

 

Product refers to offering the right product for the right market segment to enhance 

sales (Focus7, 2018; Jain & Jain, 2022). Place ensures product availability through 

suitable sales channels, including e-commerce, to improve accessibility (Focus7, 

2018; Novkovic, 2023). Price involves setting an appropriate cost to balance 

affordability and perceived quality (Novkovic, 2023; Jain & Jain, 2022). Promotions 

include advertising, discounts, and product samples to communicate benefits and 

influence purchasing behaviour (Sukanta et al., 2022). People represent employees 

who interact with customers, where professionalism and friendliness positively impact 

satisfaction, particularly in service industries (Elgarhy & Mohamed, 2023). Process 

focuses on operational efficiency to ensure timely production and delivery (Focus7, 

2018). Physical evidence includes the environment and tangible aspects of a product 

that shape consumer perceptions (Jain & Jain, 2022). Together, these elements form 

the foundation of marketing strategies, enabling businesses to tailor their approach to 

different customer segments. 

2.2.3 Marketing Promotional Tools 

Globalisation and technological improvements have influenced the changes in which 

marketing managers communicate their products and services (Kallier-Tar, 2017). 

These improvements influence consumer behaviour in the market, and the need to 

react from managers is of paramount importance. Kushwaha et al. (2020) argue that 

the traditional integrated marketing communications (IMC) strategies need to account 

for generation-Z (people born between 1995 and 2010) by including digital media and 

social media as promotional tools. The traditional IMC tools consist of advertising, 

direct marketing, sales promotion, and public relations (Kushwaha et al., 2020). 

Advertising is effective in modern-day environments for the reason that it can reach 

mass and targeted audiences (Kushwaha et al., 2020). 

2.2.4 Advertising  

Advertising concerns itself with the promotion from the 7Ps marketing mix. Advertising 

aims to persuade consumer behaviour to buy a product (Khan & Ali, 2020; Wijaya, 

2012). Its role has expanded to shaping brand equity, loyalty, and emotional 

connections (Kushwaha et al., 2020; Wijaya, 2012). With diverse mediums and 

locations, advertising is integral to communicating products and services effectively 



9  

(Kelsen, 2012; Roux et al., 2013). Managers must select appropriate promotional tools 

based on the target audience and context. 

2.2.4.1 Advertising Media Platforms in South Africa 

In a broader perspective, South Africa is an emerging market, and the advertising 

industry (based on media spend) is dominated by television (TV) and Internet 

advertising, followed by magazine, newspaper and books, music, radio, and podcasts 

(PwC, 2023). This study focuses on the out-of-home (OOH) segment which is 

predicted to grow by 1.4% annually to R3 billion by 2027 (PwC, 2023). The media 

outlook highlights the fact that OOH is still relevant in the market.  

2.2.4.2 Digital OOH Advertising 

The development of DOOH in the South African context is still in its infancy, and this 

is attributed to a lack of infrastructure, according to Roux (2018). Furthermore, in Roux 

(2018), practitioners state that the digital landscape is less sophisticated than in 

developed markets because of high technology costs and a lack of creative 

executions. Furthermore, there is a lack of technological adoption by advertisers; 

practitioners also mention that in the Global North, advertisers use 3D light projection 

and virtual reality technologies to communicate creative content with their audiences 

(Roux, 2018). Kelsen (2012) states that digital signage provides an opportunity for 

advertisers to provide creative content and communicate with a target audience at a 

specific location.  

2.2.5 3D Holographic Fan Display Technology 

The advertising industry has seen the introduction of various advertising mediums 

used to reach specific customer segments and mass audiences everywhere at all 

times (Van der Waldt et al., 2009). Barabas and Bove (2013) suggest that hologram 

technology has the potential to reproduce real scenes with high accuracy. With careful 

consideration, holographic displays will quickly enter the market and offer great 

experiences (Barabas & Bove, 2013). 3D holographic fan (Figure 2-1) technology was 

tested in the education sector, as per Ortega et al. (2020), enhancing classroom 

learning and student engagement. Peer-reviewed studies on 3D holographic fan use 

in marketing are lacking, although there are online sources that suggest its marketing 

potential (Hall, 2017). Following Roux et al.’s (2013) framework, this study applies 3D 



10  

holographic fan technology in niche, targeted place-based digital OOH advertising 

channels such as restaurants. 

 

Figure 0-1: An image showing the holographic fan device and how it displays objects in 3D. 
Source: Hussein et al. (2020) 

2.2.6 Advertising Influence on Consumer Behaviour 

2.2.6.1 Consumer Behaviour 

Consumer behaviour is a complex and multi-faceted field of study that looks at how 

individuals and groups choose products and services to satisfy their needs, wants and 

lifestyles (Mothersbaugh & Hawkins, 2016; Nassè, 2021). Consumer behaviour also 

looks at processes and factors involved that influence consumer decision-making 

(Mothersbaugh & Hawkins, 2016). Paz and Vargas (2023) studied the evolution of 

models that explain consumer behaviour in different settings, themes and 

perspectives. The study shows various approaches that can be adopted to explain the 

influence of economic factors, psychological factors, and personal and social factors 

(Paz & Vargas, 2023). Recent studies show that there is a huge impact on consumer 

behaviour influenced by technological advancement (Meteab et al., 2020). Consumer 

behaviour can also be explored based on themes, as presented by Lim et al. (2022), 

in their study that reviewed major themes in consumer behaviour studies which include 

consumer information processing, consumption communities, consumption value, 

sustainable consumption and consumer ethics amongst others. Although there are 

many approaches and models to explain how consumers behave, this study adopts 

the basic consumer behaviour model as presented by Mothersbaugh and Hawkins 

(2016); refer to Figure 2-2.  



11  

2.2.6.2 Factors Influencing Consumer Behaviour 

Consumers are unique in how they see themselves and how they want to live their 

lives, and they have different needs and desires. This is expressed in the consumer 

behaviour model by Mothersbaugh and Hawkins (2016). The uniqueness of consumer 

behaviours stems from the external and internal influences as described by traditional 

theories (Mothersbaugh & Hawkins, 2016). Marketers who understand how these 

factors can drive the motives of their customers are most likely going to influence their 

behaviour and subsequently have a well-defined marketing strategy for various groups 

and their needs (Kumar et al., 2022). A model by Mothersbaugh and Hawkins (2016) 

looks at the relationship between factors that influence behaviour and consumer 

lifestyle, self-concept and the process involved that leads to decision-making.  

 
Figure 0-2: Consumer behaviour model.  
Source: Adapted from Mothersbaugh and Hawkins (2016). 
 

External factors aid marketers in their segmentation process (Vasylchenko, 2020). It 

states that consumers behave differently based on their biological status (genders), 

social status (family, groups and culture), demographics (age groups and ethnic 

groups) and economic status (buying power) (Vasylchenko, 2020). Other external 



12  

factors may include religious influences. A study by Tuhin et al. (2020) is a perfect 

example of religious influences on the Islamic community and their preference to buy 

halal products. Technological factors have impacted how consumers behave, as they 

require services or products that are easily accessible, fast and easy to use (Jose, 

2017; Suherlan & Okombo, 2023). There is also a rise in studies that seek to explain 

online consumer behaviour (Cahyani & Artanti, 2020; Meteab et al., 2020). 

Internal factors involve the psyche of an individual; the factors recognise that 

consumers have different cognitive processes (Lichev, 2017; Minchekar & Mangore, 

2022). Perception to rationalisation is considered to be an important factor in aiding 

consumer behaviour. It refers to how information is perceived, analysed, interpreted 

and categorised; consumers further adjust the incoming information to their individual 

needs (Lichev, 2017). Learning is an important factor that influences consumer 

behaviour; it refers to the consumer experience of the service or product. The 

experience can be gained through social learning (word of mouth), and classical or 

instrumental conditions (Minchekar & Mangore, 2022). Attitude, which has a cognitive 

component, refers to how an individual feels about a product or an object (affective), 

how they think about an object (cognitive) and how they would act towards an object 

or product (behavioural / conative) (Mothersbaugh & Hawkins, 2016). The internal 

factors seek to address elements that motivate, such as motives and needs; 

furthermore, they consider stimuli (Lichev, 2017). Lichev (2017) points out that the 

factors do not act independently; they depend on one another, although some factors 

may weigh greater compared to others and this is what differentiates consumer 

behaviours. 

2.2.6.3 Consumer Decision-making Process 

Marketers invest significant time and money in segmenting consumers and 

understanding their thoughts and behaviours, all to influence their decision-making 

process that leads to a purchase. Every consumer is faced with a decision to make, 

and the studies have documented an extended problem-solving task which involves 

the following steps: problem recognition, search for information to evaluate, evaluate 

alternatives, purchase and post-purchase processes (Mihart, 2012; Mothersbaugh & 

Hawkins, 2016; Suherlan & Okombo, 2023). Before any decision can be taken, the 

consumer must need to satisfy a specific desire or need (Mothersbaugh & Hawkins, 

2016). The next step involves reviewing information from memory, such as known 



13  

knowledge about the product or service and past experiences (Mothersbaugh & 

Hawkins, 2016). External information search mostly occurs when consumers do not 

have experience with the product or service, they look at other sources of information 

relevant to the product that they want to purchase. An example of external information 

includes evaluating consumer reviews on online platforms (Lim et al., 2022). 

Consumer choice becomes relevant during the process of making a decision. 

Consumer information also reviews alternative options (Mothersbaugh & Hawkins, 

2016). The ultimate goal of the process is to satisfy a need or solve a problem by 

making a purchase. The post-purchase looks at whether the consumer was satisfied 

or dissatisfied with the product or service, whether their needs were met or not and 

moreover, if the consumer will repurchase or recommend the product to others 

(Suherlan & Okombo, 2023). 

2.2.6.4 The Role of Advertising on Consumer Behaviour 

Advertising is a form of marketing activity that seeks to provide stimuli or information 

to segmented consumers. Advertising aims to have an impact on psychological factors 

such as motivations, perceptions and attitudes (Kumar, 2015). Advertising seeks to 

appeal to consumer needs or motivations to satisfy certain desires. Advertising aims 

to position products in a way that meets consumer perceptions (Kumar, 2015). Attitude 

becomes very important, as it depicts the behaviour of consumers regarding a 

selection of a particular brand or service. Advertising can influence the attitudes of 

consumers towards a particular object (Kumar, 2015). Advertising becomes crucial in 

providing information to consumers during the information review step in the decision-

making process; a well-communicated product or service may lead to consumers 

making a purchase. 

2.3 Theoretical Framework 

Consumer attitudes towards advertising mediums are crucial indicators of their 

success (Cheng et al., 2009; Eze & Lee, 2012; Du Plooy & Du Plessis, 2011; Phillips 

& Noble, 2007; Van der Waldt et al., 2009), aiding advertisers in selecting appropriate 

vehicles (Ducoffe, 1995). Negative perceptions may exist towards certain mediums 

like cinema advertising (Phillips & Noble, 2007), while positive consumer attitudes 

often correlate with purchasing intentions (Cahyani & Artanti, 2020). This study uses 

the Stimulus-Organism-Response Theory coupled with the advertising value model. 



14  

2.3.1 Stimulus-Organism-Response (SOR) Theory 

The SOR Theory is a framework that explains how external factors influence 

consumers' internal state and behaviour. It is widely used in consumer behaviour 

studies (Erensoy et al., 2024). This theory was first introduced by Mehrabian and 

Russell (1974), where they posit that there are environmental or external influences; 

that is, stimuli (S) that motivate an internal state of the consumer; an Organism (O) to 

react, respond or behave in a certain way; a response (R). Advertising provides stimuli 

(S) by providing information about products and services, which may lead to a positive 

or negative attitude (O) and subsequently lead to behavioural response (R) such as 

purchase intentions (Dwinanda et al., 2022). The SOR framework is relevant to this 

study because it explains how advertising content (stimulus) can trigger internal 

psychological processes (organism), which then influence an individual's response or 

behaviour. This helps show how the theory supports the idea that advertising can 

shape consumer attitudes and lead to specific actions. 

2.3.2 Advertising Value Model 

This study follows the advertising value model coined by Ducoffe (1995) and later 

modified by Brackett and Carr (2001) by adding credibility as an antecedent variable 

for consumer attitudes towards advertising. This model forms the theoretical 

framework of this study. This model is still relevant and applied in modern forms of 

advertising (Abbasi et al., 2021; Bezbaruah & Brahmbhatt, 2023). The theory states 

that informativeness, entertainment, and credibility positively influence consumer 

attitudes, and irritation negatively influences consumer attitudes (Brackett & Carr, 

2001). Many authors have found that entertaining, informative and credible 

advertisements have positive influences on consumer attitudes and lead to positive 

influence towards the brand and advertising medium (Cheng et al., 2009; Saraiva & 

Lues, 2023; Tsang et al., 2004; Van der Waldt et al., 2009). Irritation is still debated in 

literature as a variable for advertising value with authors such as Logan et al. (2012) 

disproving that irritation impact advertising value, while more recent studies still 

consider irritation as a relevant antecedent for advertising value (Abbasi et al., 2021). 

This theory is appropriate for this study as antecedent variables to be tested influences 

consumer attitudes. 



15  

2.4 Hypothesis Development 

2.4.1 Consumer Attitudes 

Attitude is an important and pivotal construct in marketing research (Mitchell & Olson, 

1981), especially in assessing perceptions towards advertising mediums before their 

effective use (Van der Waldt et al., 2009). This study follows Mitchell and Olson's 

(1981) definition of attitude as "an individual’s internal evaluation of an object," (p. 

318). Commonly used attitudinal forms in consumer attitude literature include 

informativeness, entertainment, irritation, and credibility (Cheng et al., 2009; Saraiva 

& Lues, 2023; Tsang et al., 2004; Van der Waldt et al., 2009), which will be adopted in 

this research. This work follows the SOR framework process flow whereby the 

attitudinal forms provide stimuli to shape consumer attitudes. 

a) Informativeness 

Informativeness depicts the ability of the advertiser to effectively communicate 

information that represents a true picture of the brand or a product (Ducoffe, 1995; 

Van der Waldt et al., 2009). Advertisers should know that information from different 

advertising mediums is processed differently (Saraiva & Lues, 2023). There are 

several studies, such as Cheng et al. (2009), Ducoffe (1995), Saraiva and Lues (2023), 

and Van der Waldt et al. (2009), which illustrate that the information displayed has a 

positive impact on the consumer attitudes towards the brand or the medium used. 

Most recent studies look at social media as a promotional tool. Abbasi et al. (2023) 

conducted a study on social media images, and they found that consumers perceived 

these images as informative, thereby adding to the advertising value. Mahmut et al. 

(2022) looked at the use of social media for a Turkish airline and they found that 

informativeness has a positive relationship to advertising value, subsequently 

influencing positive consumer attitudes. Recent studies have looked at podcast 

advertisements. Bezbaruah and Brahmbhatt (2023) had a similar conclusion regarding 

the informativeness of podcast advertisements. Saraiva and Lues (2023) confirmed 

that print media such as magazines is still considered as informative and has a positive 

relationship to consumer attitudes. Not all advertising platforms consider 

informativeness as significant in influencing consumer attitudes. A study by Abbasi et 

al. (2021) proved that informativeness on online gaming pop-up advertisements was 

not significant in influencing advertising value. With 3D holographic fan advertising 



16  

becoming popular, we do not know how the information displayed affects consumer's 

attitudes. As such, the present study hypothesises the following: 

H1: The informativeness of the 3D holographic fan will have a positive relationship 

with consumer attitudes. 

b) Entertainment 

Entertainment is the ability of the advertiser to display information in a way that 

consumers are going to enjoy. Studies from Brackett and Carr (2001), Cheng et al. 

(2009), Ducoffe (1995), and Van der Waldt et al. (2009) concluded that entertainment 

has a positive impact on consumer attitudes. Similarly, Van der Waldt et al. (2009) 

concluded that there is a positive correlation between consumer attitudes and 

entertainment; however, advertisers need to further explore the entertainment value. 

A study by Disastra et al. (2018) found that mobile advertising entertainment value has 

no significant influence on consumer attitudes, whereas a study by Abbasi et al. (2021) 

found that online gamers perceived advertising entertainment to positively influence 

consumer attitudes. Saraiva and Lues (2023) found that Gen-Y (those born between 

1982 and 1994) consumers perceived magazines to be more entertaining than flyers. 

In their study, Mahmut et al. (2023) found that social media images were entertaining 

and positively influenced advertising value. A similar outcome related to podcast 

advertising was found by Bezbaruah and Brahmbhatt (2023). However, we do not 

know if 3D holographic fan advertising is perceived as entertaining. As such, this 

present study hypothesises that: 

H2: Entertainment displayed by the 3D holographic fan will have a positive relationship 

on consumer attitudes. 

c) Irritation 

Irritation is dependent on how the consumer perceives the information. Some 

consumers perceive advertisements to be annoying and manipulative, and in some 

cases, advertisements may insult or offend consumers (Ducoffe, 1995; Mdlongwa, 

2020). Irritation also extends to the type of advertising medium used. Van der Waldt et 

al. (2009) found that short message service (SMS) advertising is perceived to be very 

irritating, whereas Saraiva and Lues (2023), found that consumers do not find print 

advertising irritating. In general, literature associates irritation with a negative 



17  

correlation to consumer attitudes (Brackett & Carr 2001; Cheng et al., 2009; Ducoffe, 

1995; Van der Waldt et al., 2009). The social media study by Mahmut et al. (2022) was 

unable to demonstrate that irritation had an impact on advertising value. Abbasi et al. 

(2021) found that pop-up advertisements negatively affect consumer attitudes 

following the general sentiment that pop-ups are interruptive. It is clear that consumers 

perceive irritation differently from different media; therefore, it would be most 

appropriate to see how 3D holographic fans are perceived when it concerns irritation. 

Therefore, the present study hypothesises the following: 

H3: 3D holographic fan advertising will be less irritating and have a negative 

correlation to consumer attitude. 

d) Credibility 

Credibility has been defined in the context of how the consumer sees the 

advertisement displayed as believable and truthful (MacKenzie & Lutz, 1989; Martins 

et al., 2019). It is also considered as an important factor that influences consumer 

attitudes (Abbasi et al., 2021). Several studies have concluded that the credibility of 

the advertisements have a positive impact on consumer attitudes (Abbasi et al., 2021; 

Martins et al., 2019; Saraiva & Lues, 2023). Abbasi et al. (2021) found that when in-

game pop-up advertisements are tailored to the needs and wants of the gamers, game 

pop-up advertisements can be seen as credible, and this positively influences 

consumer attitudes. Martins et al. (2019) looked at smartphone advertisements and 

they found that information from smartphone advertisements are perceived to be 

credible and positively influences consumer attitudes. Print media is still considered 

as a credible source of information (Saraiva & Lues, 2023). We do not know if 

consumers consider 3D holographic fan advertising a good source of credible 

information. As such, the present study hypothesises that: 

H4: Advertisements displayed from the 3D holographic fans are credible and will 

have a positive correlation on consumer attitudes. 

2.4.2 Purchase Intentions. 

Spears and Singh (2004) defined purchase intention as “an individual’s conscious plan 

to make an effort to purchase a brand” (p. 56). This definition is adopted for this study 

because it clearly depicts that purchase intentions are subjective in nature; allowing 



18  

consumers to have an opinion based on how they perceive advertisements. The 

relationship between attitudes and intentions have been theories by the SOR 

framework. Research by Yaacob and Baroto (2019) suggests that while attitude does 

not always directly correlate with purchase intention, it remains a factor. Misra and 

Vashisth (2017) examined predictors of consumer preferences for advertising 

mediums and their impact on consumer attitudes, which in turn affect purchase 

intentions. Advertisers should consider how the medium conveys information and its 

effect on consumer purchase intention (Misra & Vashisth, 2017). A study by Disastra 

et al. (2018) found that mobile advertising attitude strongly influences purchase 

intentions. The podcast study by Bezbaruah and Brahmbhatt (2023) found that 

consumer attitudes towards podcast advertisements had a positive influence on 

attitudes towards the brand and subsequently had a positive influence on purchase 

intentions. Similar conclusions have been published by various authors studying 

various promotional tools such as TV soap-branded content (Mwali, 2016); email 

marketing (Cahyani & Artanti, 2020); and celebrity endorsements (Redda & Shezi, 

2022). Although, on the contrary, a study by Macheka et al. (2023) found that positive 

consumer attitudes from celebrity endorsement do not always support purchase 

intentions. Therefore, managers need to assess the type of promotional tools that they 

use to influence purchase intention. At this stage, it is unknown what the relationship 

is between 3D holographic fan advertising influence on consumer attitudes and 

purchasing intention. Therefore, this present study hypothesises that: 

H5: Positive attitudes towards advertisements displayed in the 3D holographic fan will 

positively correlate with consumer purchase intentions. 

2.5 Measuring Attitudes and Purchase Intention 

Many theoretical paradigms have been adopted by prior studies on consumer attitudes 

and purchase intention (Spears & Singh, 2004). The current challenge with measuring 

these constructs is that most studies have treated these two as theoretical and 

empirically distinct; however, studies have found that consumer attitudes and 

purchase intentions are highly correlated, which signifies that they are not that 

empirically distinct (Spears & Singh, 2004). This study by Spears and Singh (2004) 

tried to address the issues of measuring attitudes and purchase intentions. In their 

study, they found that attitudes and purchase intentions exist as separate but 



19  

correlated dimensions. For this study, this approach is adopted to test the relationship 

between consumer attitudes and purchase intentions.  

2.5.1 Measuring Attitudes 

Measuring consumer attitudes involves assessing face validity using multiple 

statements, where participants self-administer their responses. A significant challenge 

in attitude measurement lies in selecting appropriate statements and scaling 

responses effectively (Krosnick et al., 2005). Several scholars have developed 

measurement models or techniques to facilitate the measurement of attitudes, 

including Thurstone (1928), Likert (1932), and Osgood et al. (1957). These techniques 

are advantageous, as they reduce measurement errors and can be constructed using 

empirical evidence, such as the convergence of interpretation across individuals and 

the correlational validity of statements (Krosnick et al., 2005). 

The Likert scale was specifically designed to measure attitudes in a scientifically 

validated manner. It presents participants with real-world or hypothetical scenarios and 

asks them to indicate their level of agreement or disagreement (Joshi et al., 2015). 

Responses are typically measured on a five-point or seven-point scale, where ‘1’ 

represents ‘strongly disagree’ and ‘5’ or ‘7’ represents ‘strongly agree.’ The choice of 

scale format depends on the study's objectives, as well as the reliability and validity of 

the items being assessed (Joshi et al., 2015). Final scores are then used to evaluate 

participants' behaviours or preferences concerning the tested items. This study will 

adopt the Likert scale to measure attitude. 

2.6 Conceptual Framework 

The study's conceptual framework, drawn from Disastra et al. (2018), examines the 

relationship between consumer attitudes and independent variables: informativeness, 

entertainment, irritation. The model was modified to include credibility as an 

independent variable. It shows that informativeness (H1), entertainment (H2), irritation 

(H3) and credibility (H4) have an impact on consumer attitudes. It also shows that 

consumer attitudes (H5) will have an impact on purchasing intentions (Figure 2-3). 



20  

 
Figure 0-3: Proposed conceptual model for this study.  
Source: Adapted and modified from Disastra et al. (2018). 

2.7 Conclusion of Literature Review 

The adoption of 3D holographic fan technology is forthcoming in the marketing and 

advertising sector. This study leads the way in determining the influence of this device 

on consumer attitudes and purchase intentions. The literature highlighted the 

importance of measuring these constructs towards advertisements from different 

mediums (Brackett & Carr 2001; Cheng et al 2009; Ducoffe, 1995; Gazley et al. 2015; 

Lee et al., 2017; Spears & Singh 2004; Van der Waldt et al., 2009) and the outcome 

of these results will provide a clear indication of the success of these devices in the 

advertising market. Therefore, this study aims to apply the same approach to identify 

how 3D holographic fans as a medium influence consumer attitude, by looking at the 

four attitudinal forms, and the influence of consumer attitudes and purchase intentions. 

  



21  

CHAPTER 3: METHODOLOGY 

3.1 Introduction 

This study followed the positivist research paradigm, using the quantitative approach 

used in similar studies (Mkhize, 2017; Redda & Shezi, 2023; Saraiva & Lues, 2023). 

This approach has produced reliable results when testing relationships between 

variables using statistical methods. The research approach was highly appropriate for 

this study because it was suitable for testing hypotheses and determining attitudes 

and behavioural actions of a larger population. 

3.2 Research Design 

Data collection was through a self-administered questionnaire distributed via a mall-

intercept approach. This approach was suitable because 3D holographic displays are 

uncommon in public spaces and most participants were unfamiliar with this type of 

advertising. Therefore, participants were given an opportunity to experience 3D 

holographic fan advertising before completing the questionnaire. This approach has 

been used in studies where the participants were approached at a point of experience 

(Ramnas Babu & Prashant, 2023; Khan et al., 2020; Saraiva & Lues, 2023). 

Bush and Hair (1985) state that the mall-intercept approach encourages thorough and 

accurate responses from participants, potentially yielding a high response rate. Hasan 

(2024) highlights its drawback that it can be time-consuming and costly because of 

document administration. 

3.3 Population and Sampling 

3.3.1 Population 

The population of this study were restaurant customers, who had interacted with the 

3D holographic fan device. Preferably, the customers were South Africans between 

the ages of 18 and 65.  

3.3.2 Sample and Sampling Method 

The study used non-probability convenience sampling because of the accessible and 

general population (Pace, 2021), allowing the selection of participants who met the 



22  

criteria. This method, noted for its time and cost-effectiveness by Pace (2021), 

mitigates concerns about subjectivity by its general approach. It also supports the 

generalisability of potential outcomes. 

The sample size was determined using a mathematical calculation which used the 

following few parameters (1) population size, (2) confidence levels, and (3) margin of 

error. The population size was obtained online focusing on the city (Ekurhuleni) in 

which the restaurant was located. The acceptable confidence level of 95%, as 

suggested by Sathyanarayana et al. (2024), was adopted. A margin of error of 5% was 

adopted because this research was social in nature.  

Using the online tool from Qualtrics, and a figure of 4,066,691 total population of 

Ekurhuleni in 2022, the estimated sample size was 385. 

3.4 Research Instrument 

The instrument used a five-point Likert scale to measure responses from participants. 

Statements that were deemed relevant for the study were adapted from prior studies 

(Abbasi et al., 2021; Alalwan, 2018; Brackett & Carr, 2001; Bezbaruah & Brahmbhatt, 

2023; Martins et al., 2019; Rausch & Kopplin, 2021) focusing on similar variables. The 

statements are presented in Table 3-1. The questionnaire is subdivided into three 

sections (Appendix I). 

Section A: Screening questions 

This section screens out non-intended participants. 

Section B: Consumer Attitudes 

This section assesses how 3D holographic fan advertising influences consumer 

attitudes by examining attitudinal forms categorised as informativeness, 

entertainment, irritation, and credibility. This section also assesses consumer 

attitudes. 

Section C: Purchase Intentions 

This section assesses how 3D holographic fan advertising influences consumer 

purchasing intentions.  



23  

The following instrument (Table 3-1) has been adapted and modified to be specific to 

3D holographic fan advertising to assess the attitudes and purchase intentions. 

 

Table 0-1: Construct instrument for testing consumer attitudes and purchase intention. 

Construct Label Item question References 

Informativeness 

   

INF1 
3D holographic fan advertising provides timely 
information on products or services 

Martins et al. 
(2019) 

INF2 
3D holographic fan advertising provides relevant 
information on products or services. 

INF3 
3D holographic fan advertising is a good source of 
information 

INF4 
3D holographic fan advertising provides up-to-date 
products or services information. 

Entertainment 

  

 
ENT1 3D holographic fan advertising is interesting. 

ENT2 3D holographic fan advertising is enjoyable 

ENT3 3D holographic fan advertising is entertaining 

ENT4 3D holographic fan advertising is pleasing. 

Irritation 

  

 IR1 3D holographic fan advertising is irritating. 

IR2 3D holographic fan advertising is annoying. 

IR3 3D holographic fan advertising is intrusive 

Credibility 

  

 

CR1 3D holographic fan advertising is convincing. 

CR2 3D holographic fan advertising is believable. 

CR3 3D holographic fan advertising is credible. 

CR4 
3D holographic fan advertising is a good reference 
for purchasing products 

Attitude 
towards 
holographic fan 
adverting 

    
Bezbaruah & 
Brahmbhatt 
(2023) 

ATT1 I like 3D holographic fan advertising 

ATT2 I feel 3D holographic fan advertising is good 

ATT3 3D Holographic fan advertising is creative 

Purchase 
intention 

      

PI1 
I will buy products that are advertised on the 3D 
holographic fan 

Alalwan 
(2018) 

PI2 
I intend to buy products that are promoted on the 
3D holographic fan 

Rausch & 
Kopplin 
(2021) 

PI3 
I am likely to buy products that are promoted on 
the 3D holographic fan 

Alalwan 
(2018) 

PI4 

I will strongly recommend others to purchase 
product/service advertised on the 3D holographic 
fan. 

Martins et al. 
(2019) 

Source: Author’s conceptualisation 



24  

3.5 Pilot Study 

A pilot study was performed to determine the feasibility and reliability of the 

measurement instrument and to assess the overall method of the study. Furthermore, 

the instrument was accessed to check if it addressed the variables and to test the 

hypotheses. The instrument was assessed for indicator reliability by checking the 

factor loadings. This was followed by determining the construct reliability by testing the 

Cronbach’s alpha (CA), and the composite reliability (CRe). The instrument was also 

tested for convergent validity by testing for average variance extracted (AVE) and 

discriminant validity. The second part of the pilot study was to test the structural model 

and hypotheses testing using IBM® SPSS® Amos™ 29.0. 

3.5.1 Data Collection 

The questionnaires were distributed to a total of 65 participants; two responses were 

returned incomplete, thus 63 were eligible for the pilot study. The sample included 

restaurant customers, and they were selected on the basis that they spent at least 30 

minutes in the restaurant, and that they were seated in an area where they could 

interact with the 3D holographic fan advertising device. The sample was limited to 

people between the ages of 18 and 65. The questionnaire took between 5 and 10 

minutes to complete. The purpose of the study was explained to participants and the 

participants consented to participate in the questionnaire. 

3.5.2 Data Processing 

All 63 responses were processed. The data was entered into a Microsoft Excel 

spreadsheet for coding and the coded data was imported into the IBM® SPSS® 

Amos™ 29.0 software. 

3.5.3 Pilot Study Results 

A confirmatory factor analysis was performed using multi-factor path diagrams to 

obtain standardised factor loadings. The results show that the loadings were greater 

than 0.6, indicating that indicator reliability was achieved. In SPSS®, Cronbach’s alpha 

was tested for all variables and the results showed that reliability was achieved with 

values being greater than 0.8. Composite reliability was achieved with values being 

greater than 0.8. Convergent validity was tested using the average variance extracted 

(AVE) being greater than 0.5. Discriminant validity was tested by using the Fornell-



25  

Larcker criterion (Fornell & Larcker, 1981), which states that the root square of AVE 

must be greater than any correlation of the variables. The root square of AVE for 

informativeness was less than the correlation value of credibility and confirmed that 

there is a discriminant validity issue.  

After further investigation, it was found that item INF4 had the lowest factor loading, 

and it had a strong correlation with credibility. The correlation was evident from the 

matrix, which led to informativeness and credibility correlations being greater than the 

square root of AVE, leading to discriminant validity. Therefore, a confirmatory factor 

analysis was performed without item INF4. Standardised factor loadings were greater 

than 0.7, Cronbach’s alpha greater than 0.8, composite reliability was greater than 0.8 

and AVE was greater than 0.6. Discriminant validity was also achieved. The 

measurement model proved to be successful, and it was sufficient to continue with 

final data collection. Detailed results of the pilot study are presented in Appendix II. 

3.6 Data Analysis Strategies and Interpretation 

Data from this research was analysed using IBM® SPSS® Amos™ 29.0, a widely used 

software in marketing and consumer research (Alalwan, 2018; Mdlongwa, 2020; 

Mkhize, 2017; Saraiva & Lues, 2023). Raw data underwent thorough scrutiny to 

ensure accurate coding and readability. Cleaned, coded data was then transferred to 

Excel and imported into the statistical software. 

The following analysis was performed. 

1. Reliability analysis: to assess the reliability of the scales and items used to 

measure the constructs. This analysis was conducted using Cronbach’s alpha, 

bearing in mind the acceptable values greater than 0.7 but less than 1 (Taber, 

2017). 

2. Confirmatory factor analysis (CFA): to assess the measurement model by using 

a multi-factor path diagram to obtain factor loadings for indicator reliability. The 

loadings were used to calculate composite reliability, the average variance 

extracted and discriminant validity. 

3. Descriptive analysis: to describe the perceptions or attitudes of consumers 

towards the independent variables assessed. 

4. Structural Equation Model for hypothesis testing.  



26  

3.7 Limitations 

This study was conducted in a restaurant located in the City of Ekurhuleni, Gauteng; 

therefore, it did not cover the whole of South Africa.  

The study could not conduct other forms of collecting data such as online surveys, 

because the 3D hologram technology is relatively new on the market and many 

participants are unfamiliar with this type of advertising. Hence, the approach is a mall-

intercept at point of experience.  

3.8 Quality Assurance 

3.8.1 External Validity 

The researcher was present at the premises where questionnaires were handed out, 

to provide clarification if needed, reducing the likelihood of questionnaire 

misunderstanding. Using a non-probability sampling approach enabled broader 

participation and enhanced the study's generalisability. 

3.8.2 Internal Validity 

Internal validity, as defined by Zohrabi (2013), assesses the alignment of study 

findings with reality and the researcher's intentions. While the self-administered 

questionnaire method may have posed limitations to internal validity, the researcher 

maintained non-judgemental, truthful, and ethical conduct during data collection and 

analysis. Additionally, the questions used were adapted from previous studies that 

assessed the same variables. 

3.8.3 Reliability 

The study's repeatability, consistency, and dependability were ensured through the 

chosen quantitative approach, which involved gathering numerical data (Zohrabi, 

2013). The researcher provided thorough explanations to ensure understanding, while 

participants were encouraged to provide honest and independent responses. 

Additionally, the method was clearly outlined, allowing for potential replication. 

3.9 Ethical Considerations 

Permissions: The researcher obtained a letter of acknowledgment from the 

restaurant owners. 



27  

Participation information sheet: all participants were informed about the research, 

and its purposes and their right not to participate (Appendix III). 

Consent form: all participants were given a form to consent to their participation in 

the research (Appendix IV). 

Participants: Vulnerable categories were not part of the study. Questionnaires were 

distributed to people over the age of 18 and under the age of 65. 

Ethics clearance from the university: the research commenced with data collection 

once the University was satisfied with the ethics considerations of the study. 

 

  



28  

CHAPTER 4: RESULTS 

4.1 Introduction 

This section presents the results and findings of the data collected. A total of 401 

questionnaires were distributed to participants, but only 390 responses were used for 

this study. The remaining 11 responses were excluded because they were incomplete 

or incorrectly filled out. This chapter examines the outcomes of the study in relation to 

the sections of the questionnaire as referred to in Chapter 3.4. 

4.2 Sample Characteristics 

4.2.1 The Age Group of Participants 

All participants were requested to select their age group. The results indicate that the 

sample's age distribution was fairly representative across all age groups. The 18 to 25 

age group accounted for 20% of participants; the 26 to 35 age group made up the 

majority at 30.26%, followed by the 36 to 44 age group at 25.13%, and finally, the 45 

to 64 comprised 24.62% of the participants (Figure 4-1). 

 
Figure 0-1: Age group distribution of the study. 
Source: Author’s conceptualisation 

 



29  

4.2.2 Time Spent 

The time spent in the restaurant was also used as a screening criterion, requiring 

participants to have spent at least 30 minutes to qualify. This ensured that participants 

had sufficient time to form an opinion after interacting with the 3D holographic fan. The 

results indicate that 7.95% of participants spent 30 to 45 minutes in the restaurant; 

19.74% spent 46 to 60 minutes, 30% spent 61 to 90 minutes, and 42.31% spent more 

than 90 minutes in the restaurant (Figure 4-2). These findings suggest that the 

participants were sufficiently exposed to 3D holographic fan advertising. 

 
Figure 0-2: Average time spent at the restaurant before participating in the study. 
Source: Author’s conceptualisation 

4.3 Consumer Attitudes Towards 3D Holographic Fan 

Advertising 

This section presents the outcome of the participants' responses to items and 

statements about their attitudes towards 3D holographic fan advertising, as measured 

by the four attitudinal forms (informativeness, entertainment, irritation, and credibility). 

4.3.1 Informativeness (INF) 

For item INF1, the results indicate that participants perceived the 3D holographic fan 

as a good source for providing timely information on products and services (Figure 4-

3). This is demonstrated by 41.03% of participants agreeing and 45.13% strongly 



30  

agreeing with the statement, while 11.03% remained neutral, whereas 1.54% of 

participants disagreed, and 1.28% strongly disagreed with the statement. 

 
Figure 0-3: Findings of INF1, 3D holographic fan advertising provides timely information on 
products and services. 
Source: Author’s conceptualisation 

The findings show that participants perceived 3D holographic fan advertising to 

provide relevant information on products and services (INF2) (Figure 4-4). This is 

reflected by 42.05% of participants agreeing and 43.59% of participants strongly 

agreeing with the statement. In contrast, only 1.79% disagreed, 1.28% strongly 

disagreed and only 11.28% remained neutral. 



31  

 
Figure 0-4: Findings of INF2, 3D holographic fan advertising provides relevant information on 
products and services. 
Source: Author’s conceptualisation 

The results further indicate that participants viewed the 3D holographic fan as a good 

source of information (INF3) (Figure 4-5). This is evident, as 37.18% of participants 

agreed, and 50% strongly agreed. Meanwhile, 2.31% disagreed, and 1.79% strongly 

disagreed with the statement. Additionally, 8.72% of participants chose to remain 

neutral. 

 
Figure 0-5: Findings of INF3, 3D Holographic fan advertising is a good source of information. 
Source: Author’s conceptualisation 



32  

Informativeness is a well-studied construct in advertising, and it is expected that 

advertisements that provide relevant timely information and are from a good source of 

information stimulate positive consumer attitudes. This work found that participants 

generally find 3D holographic fans to be a good source of information. 

4.3.2 Entertainment (ENT) 

For item ENT1, participants perceived 3D holographic fan advertising as interesting 

(Figure 4-6). The results show that 60.77% of participants strongly agreed, while 

27.95% agreed with the statement, whereas 1.28% of participants strongly disagreed, 

1.03% disagreed, and 8.97% of participants chose to remain neutral. 

 
Figure 0-6: Findings for ENT1, 3D holographic fan advertising is interesting. 
Source: Author’s conceptualisation 

The results indicate that participants found 3D holographic fans enjoyable (Figure 4-

7). Specifically, 57.69% strongly agreed, and 27.18% agreed with item ENT2. 

Additionally, 12.05% of participants remained neutral, while 1.54% disagreed and 

1.54% strongly disagreed that the 3D holographic fan is enjoyable. 



33  

 
Figure 0-7: Findings for ENT2, 3D holographic fan advertising is enjoyable. 
Source: Author’s conceptualisation 

Regarding ENT3, 3D holographic fan advertising is entertaining (Figure 4-8), 56.15% 

of participants strongly agreed and 27.44% agreed with item ENT3, whereas only 

1.28% strongly disagreed and 2.31% disagreed. 12.82% of participants remained 

neutral. 

 
Figure 0-8: Findings for ENT3, 3D holographic fan advertising is entertaining.  
Source: Author’s conceptualisation 
 



34  

Participants found 3D holographic fans pleasing (Figure 4-9). This is evident from the 

51.28% of participants who strongly agreed and 33.08% of participants agreeing with 

item ENT4, whereas only 1.54% strongly disagreed and 1.28% disagreed with the 

item. Only 12.82% of participants chose to remain neutral. 

 
Figure 0-9: Findings for ENT4, 3D holographic fan advertising is pleasing. 
Source: Author’s conceptualisation 

The entertainment variable is well-studied in advertising. Consumers perceived 3D 

holographic fans to be very entertaining. The study posits that the nature of 3D 

holographic fans is unique and entertaining, and this will likely influence consumer 

attitudes. 

4.3.3 Irritation (IR) 

Participants were asked to respond to statements related to irritation. The findings 

show that 58.72% of participants strongly disagreed that the 3D holographic fan is 

irritating (Figure 4-10), whereas 26.41% disagreed with item IR1. In contrast, 2.05% 

of participants agreed that the 3D holographic fan is irritating, and 3.08% strongly 

agreed. Additionally, 9.74% of participants chose to remain neutral. 



35  

 
Figure 0-10: Findings for IR1, 3D holographic fan advertising is irritating. 
Source: Author’s conceptualisation 

The findings show that participants did not find the 3D holographic fan annoying 

(Figure 4-11). This is evident, as 60.26% strongly disagreed, and 25.64% disagreed 

with item IR2. Additionally, 8.97% of participants chose to remain neutral, whereas 

only 2.56% agreed and 2.56% strongly agreed. 

 
Figure 0-11: Findings for IR2, 3D holographic fan advertising is annoying. 
Source: Author’s conceptualisation 



36  

The results show that 58.46% of participants strongly disagreed and 26.15% 

disagreed with the statement that 3D holographic fan advertising is intrusive (Figure 

4-12), whereas 3.33% agreed and 2.56% strongly agreed that it is intrusive. The 

results show that 9.49% of participants remained neutral. 

 
Figure 0-12: Findings for IR3, 3D holographic fan advertising is intrusive. 
Source: Author’s conceptualisation 

The majority of the participants did not find 3D holographic advertising irritating, 

annoying, and/or intrusive. 

4.3.4 Credibility (CR) 

Participants were asked to respond to statements related to credibility. The results 

show that 39.74% of participants agreed and 32.56% of participants strongly agreed 

with the statement that 3D holographic fan advertising is convincing (Figure 4-13). In 

contrast, only 2.31% of participants strongly disagreed and 1.28% disagreed with item 

CR1. A significant number of participants, 24.10%, remained neutral. 



37  

 
Figure 0-13: Findings for CR1, 3D holographic fan advertising is convincing. 
Source: Author’s conceptualisation 

The results show that 35.90% of participants strongly agreed with item CR2, indicating 

that it is believable (Figure 4-14), while 41.54% agreed. In contrast, 1.79% of 

participants strongly disagreed, and 1.79% disagreed with item CR2. A significant 

proportion of participants, 18.97%, chose to remain neutral. 

 
Figure 0-14: Findings for CR2, 3D holographic fan advertising is believable. 
Source: Author’s conceptualisation 



38  

The results indicate that 34.62% of participants strongly agreed with item CR3, and 

40% agreed that 3D holographic fan advertising is credible (Figure 4-15), whereas 

1.54% of participants strongly disagreed, and 1.54% disagreed with item CR3. A 

significant proportion of participants, 22.31%, chose to remain neutral. 

 
Figure 0-15: Findings for CR3, 3D holographic fan advertising is credible. 
Source: Author’s conceptualisation 

The results show that 44.87% of participants strongly agreed with item CR4 and 

32.56% agreed that 3D holographic fan advertising is a good reference for purchasing 

products (Figure 4-16), whereas only 1.79% of participants strongly disagreed and 

2.31% disagreed with item CR4. A substantial proportion of participants, 18.46%, 

chose to remain neutral. 



39  

 
Figure 0-16: Findings for CR4, 3D holographic fan advertising is a good reference for 
purchasing products. 
Source: Author’s conceptualisation 

The overall findings show that participants found 3D holographic fan advertising to be 

a credible source. The credibility of advertising is linked to positive consumer attitudes. 

4.3.5 Attitudes (ATT) 

Participants were asked to respond to statements related to their attitudes towards 3D 

holographic fan advertising. The results show that 55.90% of participants strongly 

agreed and 30.51% agreed that they like 3D holographic fan advertising (Figure 4-17), 

whereas 0.77% of participants strongly disagreed and 2.05% disagreed with item 

ATT1. 10.77% of participants chose to remain neutral. 

 



40  

 
Figure 0-17: Findings for ATT1, I like 3D holographic fan advertising. 
Source: Author’s conceptualisation 

The results show that 53.59% of participants strongly agreed with item ATT2, and 

35.13% of participants agreed that 3D holographic fan advertising is good (Figure 4-

18), whereas 1.03% of participants strongly disagreed and 1.54% disagreed with item 

ATT2. The results also show that 8.72% of participants chose to remain neutral. 

 
Figure 0-18: Findings for ATT2, I feel like 3D holographic fan is good. 
Source: Author’s conceptualisation 



41  

The results show that 68.46% of participants strongly agreed with item ATT3 and 

24.87% agreed that 3D holographic fan advertising is creative (Figure 4-19), whereas 

only 0.51% strongly disagreed and 0.77% disagreed. A small percentage of 5.38% of 

participants chose to remain neutral. 

 
Figure 0-19: Findings for ATT3, 3D holographic fan advertising is creative. 
Source: Author’s conceptualisation 

4.4 Purchase Intentions (PI) 

Participants were asked to provide their opinions regarding purchase intentions. This 

section aimed to determine whether participants were likely to purchase products 

displayed on the 3D holographic fan and to assess whether consumer attitudes 

influenced their purchasing decisions. 

The results show that 27.44% of participants strongly agreed and 36.38% agreed that 

they would buy products displayed on the 3D holographic fan (Figure 4-20), whereas 

2.05% strongly disagreed and 2.56% disagreed with item PI1. A substantial 32.56% of 

participants remained neutral. 

  



42  

 
Figure 0-20: Findings for PI1, I will buy products that are advertised on the 3D holographic 
fan. 
Source: Author’s conceptualisation 

The results show that only 20.26% of participants strongly agreed, and 29.23% agreed 

with item PI2, stating that they intend to buy products that are promoted by the 

holographic fan (Figure 4-21), whereas 1.79% strongly disagreed and 6.15% 

disagreed with item PI2. The majority of the participants at 42.56% chose to remain 

neutral. 

 
Figure 0-21: Findings for PI2, I intend to buy products that are promoted on the 3D 
holographic fan. 
Source: Author’s conceptualisation 



43  

 

The results show that 22.56% of participants strongly agreed and 38.97% agreed with 

item PI3 that they are likely to buy products promoted from the 3D holographic fan 

(Figure 4-22), whereas 1.79% strongly disagreed and 4.36% disagreed with item PI3. 

A substantial number of participants, at 32.31%, were neutral. 

 

 
Figure 0-22: Findings for PI3, I am likely to buy products that are promoted on the 3D 
holographic fan. 
Source: Author’s conceptualisation 

The results show that 32.82% of participants strongly agreed and 32.31% agreed with 

Item PI4 that they would strongly recommend others to purchase products advertised 

on the 3D holographic fan (Figure 4-23), whereas 1.28% strongly disagreed and 

2.28% disagreed with item PI4. A substantial number of participants, 30.77%, were 

neutral. 



44  

 
Figure 0-23: Findings for PI4, I will strongly recommend others to purchase 
products/services advertised on the 3D holographic fan. 
Source: Author’s conceptualisation 

The results from purchase intention are somewhat ambiguous, with a significant 

number of participants choosing to remain neutral. This outcome is related to whether 

the products advertised met their current or future needs. Participants indicated that 

they are, in most cases, influenced by the advertising to make a purchase or 

recommend the product advertised. 

 

4.5 Measurement Model 

4.5.1 Instrument Reliability  

To test the reliability of the instrument, Cronbach’s alpha (CA) was tested for all 

variables using IBM® SPSS® Amos™ 29.0, and the results show that CA is greater 

than 0.8, which means that reliability is achieved. The second criterion to test indicator 

reliability, which was to be confirmed by the factor loadings using the CFA. The results 

show that standardised factor loadings are greater than 0.7, which is higher than the 

recommended 0.5 for statistical significance (Hair et al., 2010), which means that 

indicator reliability is achieved. Composite reliability (CRe) was also tested, and all 

constructs resulted in composite reliability of greater than 0.8, meaning that the 

instrument reliability was achieved (Table 4-1). 



45  

4.5.2 Convergent Validity 

The convergent validity was tested by calculating the average variance extracted 

(AVE). The results show that AVE is greater than 0.7, which explains more than half 

of the variance of its indicators on average (Martins et al., 2019). 

4.5.3 Discriminant Validity 

Discriminant validity was tested by using the Fornell-Larcker criterion (Fornell & 

Larcker, 1981) which states that the root square of AVE must be greater than any 

correlation of the variables. The results show that the square root of AVE is greater 

than the correlation of the variables (Table 4-2). Therefore, there are no validity 

concerns for this measurement model, and the criteria for attitude measurements are 

met. 

 

Table 0-1: Instrument reliability and validity. 

Construct Loadings CA CRe AVE 

Informativeness (INF)   0.889 0.890 0.730 

INF1 0.853       

INF2 0.875       

INF3 0.834       

Entertainment (ENT)   0.954 0.954 0.839 

ENT1 
0.872 

      

ENT2 0.947       

ENT3 0.932       

ENT4 0.911       

Irritation (IR)   0.971 0.971 0.919 

IR1 0.956       

IR2 0.988       

IR3 0.931       

Credibility (CR)   0.925 0.928 0.919 

CR1 0.871       

CR2 0.924       

CR3 0.893       

CR4 0.801       

Attitude (ATT)   0.917 0.920 0.794 

ATT1 0.921       

ATT2 0.903       

ATT3 0.848       

Purchase Intention (PI)   0.906 0.907 0.709 

PI1 0.849       

PI2 0.886       

PI3 0.836       

PI4 0.794       

Source: Author’s conceptualisation 



46  

Table 0-2: Discriminant validity of the instrument. 

  CRe AVE ATT INF ENT IR CR PI 

ATT 0.920 0.794 0.891 
    

  

INF 0.890 0.730 0.654 0.854 
   

  

ENT 0.954 0.839 0.788 0.686 0.916 
  

  

IR 0.971 0.919 -0.439 -0.375 -0.37 0.959 
 

  

CR 0.928 0.763 0.629 0.753 0.665 -0.254 0.873   

PI 0.907 0.709 0.569 0.625 0.516 -0.207 0.666 0.842 

Bold diagonal values are the square root square of the AVE, and off-diagonal values are 

from the correlation matrix of variables. 
Source: Author’s conceptualisation 

 

4.6 Structural Equation Model 

The measurement model is satisfactory, as presented above, allowing for structural 

equation modelling. In this study, two criteria are used to assess the structural model 

before hypothesis testing: (1) the coefficient of determination (R²) of the endogenous 

variables (dependent variables) and (2) the overall model fit. According to Hair et al. 

(2017), a moderate level of precision is indicated by an R² value greater than 0.25. A 

bootstrap of 5,000 subsamples at a 95% confidence level was used to produce the 

model outcomes. The squared multiple correlation shows that consumer attitude has 

an R² value of 0.61, which is substantial, while purchase intention has an R² value of 

0.28, which is moderate (Figure 4-24). 

 

 
Figure 0-24: Model to be assessed as presented in Chapter 2 and outcome of model 
assessment. 
Source: Author’s conceptualisation 



47  

Model fit was analysed to assess if the observed data fits the proposed model. The 

following fit indices are assessed; X2 (Chi-square) probability (degree of freedom) 

X2/Df (Chi-square ratio), RMR (root mean residual), GFI (goodness of fit index), CFI 

(comparative fit index), NFI (normed fit index), TLI (Tucker-Lewis Index), IFI 

(incremental fit index), RMSEA (root mean square error of approximation). The results 

are as follows (Table 4-3). 

 

Table 0-3: Model fit for the proposed conceptual model. 

Model fit Standard 
Results 

Outcome 

X2 - 104.495 
 

Df - 
4 

 

Probability (p value) >0.005 
0.000 

Significant 

X2/Df (Chi-square ratio) <3 26.124 Very poor 

RMR ≤ 0.08 
0.058 

Good  

GFI >0.9 
0.927 

Acceptable 

CFI >0.9 0.914 Acceptable 

NFI >0.9 
0.912 

Acceptable 

TLI >0.9 
0.679 

Very poor 

IFI >0.9 0.915 Acceptable 

RMSEA <0.08 
0.254 

Very poor 

Source: Author’s conceptualisation  

 

The model does not fit perfectly. The p-value is 0.000, indicating that the model is 

statistically significant and rejects the null hypothesis that the data fits well. This is 

further supported by the chi-square ratio value being extremely high at 26.124, 

whereas the acceptable standard is less than 3. Additionally, the TLI indicates a poor 

fit, and the RMSEA value suggests a poor fit. However, other indices, such as GFI, 

CFI, NFI, and IFI, indicate a good fit. The model fit results are somewhat ambiguous, 

suggesting that the current model requires modifications. 

 

The modification indices from the results show a strong positive link between 

informativeness and credibility to purchase intentions. This modification warrants 

adding additional paths to the model. These additional paths are treated as exploratory 

findings from the original model. The modified path model is as follows (Figure 4-25). 



48  

 
Figure 0-25: Modified path model. 
Source: Author’s conceptualisation 

A similar criterion is applied to the modified model. The R² value for purchase 

intentions improved from 0.28 (moderate) to 0.45 (good), while consumer attitude 

remains good at 0.61. The coefficient of determination for this modified model is also 

good. The model fit was tested, and the results showed a perfect fit for all indices 

(Table 4-4). 

Table 0-4: Model fit for modified model. 

Model fit Standard Results Outcome 

X2 - 1.636  

Df - 2  

Probability >0.001 0.441 Not significant 

X2/Df (Chi-square ratio) <3 0.818 Good 

RMR ≤ 0.08 0.007 Good 

GFI >0.9 0.999 Good 

CFI >0.9 1 Good 

NFI >0.9 0.999 Good 

TLI >0.9 1 Good 

IFI >0.9 1 Good 

RMSEA <0.08 0.000 Good 

Source: Author’s conceptualisation 

With the modified path model, the two set criteria are met, and the hypothesis testing 

can be performed with confidence. 



49  

4.7 Hypotheses Results 

The results show that informativeness (β = 0.099, p = 0.03) has a positive correlation 

with consumer attitudes, and it is statistically significant, meaning that H1 is accepted. 

Entertainment (β = 0.474, p = ***) also has a positive correlation with consumer 

attitudes, and it is statistically significant, meaning that H2 is accepted. Irritation (β = -

0.177, p = ***) has a negative correlation with consumer attitudes, and this correlation 

is statistically significant, meaning that H3 is accepted. Credibility (β = 0.119, p = 0.004) 

has a positive correlation with consumer attitudes, and it is statistically significant, 

meaning that H4 is accepted. Finally, consumer attitudes (β = 0.224, p = ***) has a 

positive correlation with purchase intention, and it is statistically significant, meaning 

that H5 is accepted. 

 
The exploratory findings from the modified model show that informativeness (β =.197, 

p = 0.001) has a positive correlation to purchase intention and the results are 

statistically significant. Credibility (β = .388, p = ***) also has a positive correlation to 

purchase intentions and the results are statistically significant. 

Table 0-5: SEM outcome for the proposed hypotheses and exploratory findings. 

Hypothesi
s tested 

Path 
Estim
ate 

S.E. C.R. P Outcome Results 

H1 Informativeness → Attitude 0.099 0.045 2.171 
0.03 

Positive 
and 
significant Accepted 

H2 Entertainment → Attitude 0.474 0.04 11.861 *** 
Positive 
and 
significant Accepted 

H3 Irritation → Attitude -0.117 0.027 -4.41 *** 
Negative 
and 
significant Accepted 

H4 Credibility → Attitude 0.119 0.042 2.862 0.004 
Positive 
and 
significant Accepted 

H5 
Attitude → Purchase 
Intentions 

0.224 0.057 3.946 *** 
Positive 
and 
significant Accepted 

- 
Informativeness → 
Purchase Intentions 

0.197 0.061 3.257 0.001 
Positive 
and 
significant  

- 
Credibility →  Purchase 
Intentions 

0.388 0.056 6.919 *** 
Positive 
and 
significant  

Source: Author’s conceptualisation 



50  

4.8 Summary of Results 

The participants generally perceived the 3D holographic fan advertising as a good 

source of information that provides relevant details. They found the 3D holographic 

fan advertising entertaining and interesting and considered it less irritating and 

annoying. Additionally, they regarded it as a credible source, which results in a positive 

consumer attitudes towards 3D holographic fan advertising. Regarding purchase 

intentions, participants showed interest in purchasing products advertised, although 

some participants chose to remain neutral regarding purchase intention items. 

The measurement model was tested using various criteria, and all criteria were met 

without issues. However, the structural equation model fit for the initially proposed 

model presented an ambiguous fit, leading to the modification of the study model to 

include additional paths: informativeness to purchase intention and credibility to 

purchase intention. These paths or findings are treated as exploratory for this study, 

and the main model was tested for hypothesis testing. 

The results show that H1, H2, H3, H4, and H5 are accepted. Additionally, the results 

demonstrate that the relationship between informativeness and purchase intention is 

positive and statistically significant, as is the relationship between credibility and 

purchase intention. 

  



51  

CHAPTER 5: DISCUSSIONS 

5.1 Introduction 

This chapter aims to discuss the results presented in Chapter 4. It will examine the 

relationships between the attitudinal constructs and consumer attitudes, as well as the 

relationship between consumer attitudes and purchase intentions concerning 3D 

holographic fans. The final part of the discussion will explore the study's exploratory 

findings in relation to existing literature. 

5.2 Relationship Between Informativeness and Consumer 

Attitudes 

H1: The informativeness of the 3D holographic fan will have a positive relationship 

with consumer attitudes. 

The relationship between informativeness and consumer attitudes has been 

extensively studied in advertising literature across various advertising platforms. As 

stated in the development of Hypothesis 1, information is perceived differently 

depending on the advertising medium. Assessing how consumers perceive 

information from 3D holographic fans was deemed important for this study. The results 

indicate that consumers considered 3D holographic fans a good source of information 

about products and services. Hypothesis 1 is supported by statistical evidence, 

showing only a 3% probability of the null hypothesis being true, confirming that 3D 

holographic fans are informative and positively influence consumer attitudes towards 

this advertising medium. 

The findings of this study align with those of other researchers on the same 

phenomenon addressing different advertising platforms focusing on mobile and social 

media platforms (Abbasi et al., 2023; Disastra et al., 2018; Mahmut et al., 2022; 

Martins et al., 2019). These studies concluded that advertisements that provide 

relevant information about products positively influence consumer attitudes. 

Bezbaruah and Brahmbhatt (2023) found that in podcast advertising, informativeness 

is a significant determinant of consumer attitudes. This is attributed to podcasts using 

audio advertising and consumers relying on the information provided during audio 

streaming. In contrast to this study, informativeness only contributes minimal 



52  

significance to consumer attitudes because advertisements show the prominence of 

3D models, which might overshadow text communication that consumers perceive as 

a key component of informative advertising.  

5.3 Relationship Between Entertainment and Consumer 

Attitudes 

H2: Entertainment displayed by the 3D holographic fan will have a positive relationship 

on consumer attitudes. 

Entert