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Effectiveness of Online Advertising On Consumer Behavior

This document summarizes a study on the effectiveness of online advertising on consumer behavior. The study aims to analyze consumer attitudes and perceptions toward online ads, and evaluate their impact on purchase behavior. It will examine people's perceptions of online ads in terms of entertainment, informativeness, irritation, credibility, interactivity and purchase influence. The study will also analyze the relationship between most visited websites and users' ages. A literature review of 21 papers is presented. The research methodology discusses using surveys, descriptive statistics, and regression/correlation analysis to analyze data collected from a sample of 100 online users.

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Surabhi Suman
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87 views7 pages

Effectiveness of Online Advertising On Consumer Behavior

This document summarizes a study on the effectiveness of online advertising on consumer behavior. The study aims to analyze consumer attitudes and perceptions toward online ads, and evaluate their impact on purchase behavior. It will examine people's perceptions of online ads in terms of entertainment, informativeness, irritation, credibility, interactivity and purchase influence. The study will also analyze the relationship between most visited websites and users' ages. A literature review of 21 papers is presented. The research methodology discusses using surveys, descriptive statistics, and regression/correlation analysis to analyze data collected from a sample of 100 online users.

Uploaded by

Surabhi Suman
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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A Study on

Effectiveness of Online
Advertising on Consumer
Behavior

Under the supervision of : Presented By:


Mr. Arvind Banger Surabhi Suman
Astt. Professor MBA (1st Year)
Dept. of Management 1703535
Faculty of Social Sciences
Dayalbagh Educational Institute
Introduction
 Internet is fast emerging as a powerful medium of advertising in new millennium. With the number of Internet users
increasing manifold, the new medium is viewed as the advertiser’s dream. The Internet is the fastest growing
medium in the 2000’s with millions of users and an average estimated growth of 124% annually.
 Online advertising is becoming some companies marketing strategy- however it requires new strategies and
thinking. The benefits of online advertising is its ability to cover people from different geographical area with
varied tastes and preferences.
Objectives of the Study
 To identify the conceptual framework of effectiveness of online advertisements on consumer behavior.
 To analyze consumer’s attitude and perception towards online advertising.
 To evaluate the impact of online advertisements on consumer purchase behavior pattern.
Research Hypotheses
 Analysis of Internet user’s perception of online advertisements
H0 : The six options (entertainment, informativeness, irritation, credibility, interactivity and purchase) i.e.,
perception behind the online advertisements is same for all people (each of these options have same influential
value on the respondents).
Ha : The six options (entertainment, informativeness, irritation, credibility, interactivity and purchase) i.e.,
perception behind the online advertisements is different for all people(each of these options have different
influential value on the respondents).
 Analysis of the relationship between the websites that are most searched for & Age of the respondents
H0 : Age of the respondents and the websites that are most clicked at, are independent.
Ha : Age of the respondents and the websites that are most clicked at, are dependent.
Review Of Literature
 Number of papers reviewed : 21

S.No. Author Title Objectives Findings


1 Pieters R., The Stopping Power of To measure the effect of Specificity, complexity and design
Wedel Michel Advertising: Measures and advertising complexity on complexity assessed positive and negative
and Batra Effects of Visual consumer attitudes towards respectively.
Rajeev (2010) Complexity Internet Advertisement

2 Wang Ying, Examining Beliefs and To investigate about Five belief factors that underlie consumers'
Sun Shaojing, Attitudes towards beliefs and attitudes ATOA were identified: entertainment,
Lei Weizhen Online Advertising toward online advertising information seeking credibility, economy
and Toncar and the relationship and value corruption. Information seeking,
Marc (2009) between belief factors and economy and value corruption were
consumers' behavioral significant predictors of ATOA. ATOA was
responses to online found to be a significant positive predictor
advertising. of ad clicking and online shopping
frequency.
Karson J. Eric, An Examination of To examine consumers' While global attitudes towards WSA are
3 McCloy D. Consumers' Attitudes attitudes towards Web site relatively stable, consumers have become less
Bonner and Beliefs towards advertising (WSA), and the positive about the “hedonic/pleasurable”
Samuel and Web Site Advertising beliefs that help shape aspects of WSA.
Greg P. (2006) these attitudes, using an Consumers can be segmented based on their
established model of beliefs about Web site advertising in terms of
consumers' evaluation of the following: (1) Pro WSA; (2) Ambivalent
advertising towards WSA; and (3) Critics of WSA.
Danaher J. Factors Affecting Online To examine factors that The longer a person is exposed to a web
Peter and Advertising Recall might impact on web page containing a banner advertisement,
4 Mullarkey W advertising recall and the more likely they are to remember the
Guy (2003) recognition. banner advertisement.
Web users in a goal-directed mode are
much less likely to recall and recognize
banner advertisements than users who are
surfing a site.
5 Kurgaonkar Web Usage, Advertising To explore differences More positive attitude towards web
Pradeep and and Shopping: between heavy, medium advertising, which likely leads to more
Wolin D. Lori Relationship Patterns and light web users in frequent web purchasing and higher
(2002) terms of their beliefs about dollars spent on these purchases,
web advertising, attitudes suggesting marketers should consider
towards web advertising, consumer web usage in their targeting
purchasing patterns and efforts.
demographics.
6 Mehta Advertising Attitudes and To assess and compare The amount of attention that respondents
Abhilasha Advertising Effectiveness perceptions, use and will pay to advertisements is influenced by
(2000) implementation issues how much they like to look at the
associated with marketing advertising, believe advertising helps them
on the internet among a stay informed about developments in the
national sample of marketplace and see it as not being
advertising agencies and manipulative.
advertisers.
Research Methodology

 Research Design: This study would be a descriptive research.


 Sample Design. The survey will be conducted randomly and anonymously following stratified sampling technique
in order to get an unbiased and representative sample.
 Data Collection: . First of all a secondary research will be done by surveying the available literature related to the
problems, and information related to the topic would be gathered by studying the published data from various
sources like E- Journals, Internet, Books etc.
After the collection of secondary data, a primary research will be done.
In order to obtain data on this topic, a questionnaire will be designed and used as a tool for conducting a survey
among 100 respondents, who are net savvy. Questionnaire will be designed on the basis of parameters adopted by
the homepage of the websites on regular basis. For designing the questionnaires Google forms will be used.
 Data Analysis:
 The study will apply both nominal and ordinal scale to measure a range of factors establishing the effectiveness
of online advertising on consumer behavior and an interval scale in determining the relationship between online
advertising and consumer behavior.
 Descriptive statistics will be used to analyze the data. The mean responses, standard deviation and other
relevant statistics will be computed for better understanding of data. The data collected will be compiled and
edited to check for logical inconsistencies and then coded according to the responses.
 Relationships between responses will be assessed and presented using tables, diagrams, pie charts and graphs
and analysis will be done using SPSS. Regression and Correlation analysis will be applied in this study to
reveal relationships among variables in the findings from the data.
 References

 Alvin, J. S, Lisa R. K, and Ernst, R. B (2002), Intermedia Substitutability and Market Demand by National
Advertisers, (20:4)

 Baltas, G., (2003), Determinants of Online advertising effectiveness: An empirical study. International Journal
of Market Research, 45: 505-513.

 Berthon, P.L., Pitt, F. and Watson, R.T.,(1996), The World Wide Web as an advertising medium: Toward an
understanding of conversion efficiency.Journal of Advertising Research, 36: 43-54.

 Bhat, S., Bevans, M. and Sengupta, S., (2002), Measuring users’ web activity to evaluate and enhance
advertising effectiveness. Journal of Advertising, 31: 97-106.

 Bloch, P.H., Sherrell, D.L. and Ridgway, N.M., (1986), Consumer search: An extended framework. Journal of
Consumer Research, 13: 119-126.

 Calisir, F., (2003), Web advertising vs. other media: young consumers’ view. Journal of Internet Research:
Electronic Networking Applications and Policy, 13(5): 356-363.

 Cho, C.H., (2003), Factors influencing clicking of banner ads on the WWW. CyberPsychology & Behavior, 6:
201-215.

 Danaher, P.J. and Mullarkey, G.W., (2003), Factors affecting online advertising recall: A study of students.
Journal of Advertising Research, 43: 252-267.

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