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STUDY OF USER RESPONSE TOWARDS ONLINE ADVERTISING
AMBUJ SRIVASTAVA , AMIT KUMAR , AMIT KUMAR, MUJIBUR RAHMAN
BACHELOR OF BUSINESS ADMINISTRATION
SCHOOL OF BUSINESS
ABSTRACT
The project aims to understand the study of various users’ and their response towards online advertising. Various companies nowadays prefer online advertising more than traditional that is newspaper, television, etc.
One of the most important objectives of this report is to identify the factors that are influential in determining the consumers’ response towards online advertising.
The topic i: e study of consumers responses towards online advertising is a study on informational responses. Consumers’ attitudes are about an individual’s personal perception, feelings, behaviour and belief towards online advertising. The purpose of this research paper is to study the factors that affect consumers’ attitude towards online advertising and their influence on consumer’s informational responses. In this section, the report includes research background, problem definition, research questions and research objectives, follow by significance of the research.
Today, technological advances have allowed the Internet to invade everyone. Being part of our lives, we spend more time on the internet. This increases the opportunities for Internet users to get involved online advertisement. Here's how marketers can take this opportunity to reach their customers: Consumers can use products, services, through online platforms increase sales in the future.
Companies are increasingly seeing Internet advertising as an important reach medium for consumers in the 21st century.
It is done online. Therefore, online advertisers need to understand consumers Attitude towards online advertising to create effective online advertising.
The main purpose of this survey is to investigate consumer attitudes towards online correspondence of promotion and information provision. This study examines four Independent variables: reliability, informative, pleasure, Materialism that influences the dependent variables of consumer attitudes. Besides, this research study also investigates informational responses, including awareness, interest, desires, and purchase intention towards advertised products.
The target audience for this research is likely Internet user’s potential exposure to online advertising. Sampling frames include the internet users all over the region based on click frequency on the Internet there is at least one ad and at least 5 hours of online time per week.
Limitations and recommendations are discussed with others in mind
Improvement. As the number and usage of Internet users increases significantly, therefore, it is important for advertisers to clearly understand consumer attitudes towards online advertising to get consumer attention. This will affect the response of the information later.
