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INTERNET ADVERTISING
Analyzing the impact of internet advertising & its factors on the purchasing decisions of consumers
INTRODUCTION
INTRODUCTION
Today’s scenario is full of, up-to-the-
minute needs of the contemporary
future.
The size and range of internet advertising is increasing dramatically.
New mediums are being explored each day to make a successful advertising campaign.
Businesses are spending more on Internet advertisement than before.
Internet as an advertising medium has become the favourite of the
advertiser in no time.
PROBLEM
STATEMENT
PROBLEM STATEMENT
What is the impact of Internet Advertising on the consumers? Also what are the factors that influence the buying decisions of the potential customers?
OBJECTIVES
OBJECTIVES
To determine and understand the core concepts of internet advertising.
To understand the factors of internet advertising.
To understand and analyze the association between internet advertising and consumer behaviour.
VARIABLES
VARIABLES
A variable is a characteristic or feature that varies, or changes
INDEPENDENT VARIABLE
Independent variables are those variables which remain stable and unaffected.
It does not change or have effect due to changes in the other factors.
It is presumed because that means it can manipulate the Dependent variable.
DEPENDENT VARIABLE
Dependent variable is considered as that variable which depends on those factors which are measured.
Dependent variable is expected to change.
Due to manipulation or changes in independent variables, dependent variable gets changed.
SIGNIFICANCE OF THE STUDY
SIGNIFICANCE AND
SCOPE
Consumers use the Internet to assist them in nearly every aspect of life.
Companies can take advantage of web advertising to complement their standard media and print marketing
The wide reach and continual exposure of internet advertising increases visibility and audience contact.
Companies can differentiate their
online
SCOPE
SCOPE OF THE STUDY
Internet is the most powerful medium of communication, entertainment and shopping for people.
Covering different sections like news, e-commerce, information, communication or entertainment.
Another important place for advertisement of the brand can be online communities, forums, social networking sites or affiliate marketing websites.
They provide immense organic traffic to the website representing the business or brand name.
LIMITATION
LIMITATION
Time constraint
Sample size is limited to 60 internet users; result
of the study cannot be taken as universal.
Findings of the survey are based on the assumption that the respondents have given correct information.
Some of the respondents were reluctant to
answer.
The study was conducted only in Connaught
Place, New Delhi.
LITERATURE REVIEW
THEORETICAL FRAMEWORK
RESEARCH-1
- This observed and tested a version of consumer online shopping behaviour.
- The model posits that customer online buying conduct is suffering from demographics, channel knowledge, perceived channel utilities, and shopping orientations.
- Data were gathered by a studies enterprise the usage of an internet survey of 999 U.S.
- Findings of the study indicated that education, convenience orie-
ntation, experience orientation, channel information, perceived distribution application, and perceived accessibility are sturdy predictors of on-line buying fame
RESEARCH-2
Consumer socialization through peer communication by using of social media websites has become an important advertising issue via the improvement and growing recognition of social media.
This newsletter investigates peer communication via social media websites; individual-stage tie energy and organization-stage identification with the peer organization as antecedents; and product attitudes and buy decisions as effects.
Survey facts from 292 members who engaged in peer communications.
Customer's need for area of expertise has a moderating effect at the impact of peer communication on product attitudes. These findings have great theoretical and managerial implications.
A definition of the internet advertising ecosystem is proposed right here to explain a network of all of the sellers along with the relative additives in their surroundings.
We we will divide the sellers into four types:
ANALYTICAL FRAMEWORK
USERS-A person is the individual that performs looking through search engines like google, browses the net and consumes media content.
ADVERTISERS- Create awareness through commercials, advertisers aim to trigger capability customers’ demand for a services or products
PUBLISHERS-What realizes the interconnection of advertisers and customers is the writer.
AD EXCHANGES- Through ad exchanges advertisers can purchase impressions without delay from publishers.
SELLERS
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY
The research design of this study
consists of descriptive study.
This study is done at Connaught Place, New Delhi and the period of the study was 1 week.
With the help of questionnaire we asked questions from the customers who are regular internet user.
We have taken 60 as the sample size for
this study
OBJECTIVES
OBJECTIVES
To determine and understand the core concepts of internet advertising.
To understand the factors of internet advertising.
To understand and analyze the association between internet advertising and consumer behaviour.
DATA COLLECTION
DATA COLLECTION
SOURCES OF DATA
Primary Data - QUESTIONNAIRE
Target Audience -People using internet service.
Sample size - 60
Secondary Data - INTERNET
DATA COLLECTION TECHNIQUE
Questions Pro has been used as the online survey technique for creation of the
questionnaire and generating the response thereafter.
IS OUR DATA AUTHENTIC?
Conducted at: Connaught Place
Period of Study: 1 week
DATA ANALYSIS
DATA ANALYSIS
METHODS OF DATA ANALYSIS:
SPSS and MS Excel were used for the analysis of the data collected.
Chi Square was used to identify the impact of Independent variables on the Dependent variable.
DATA ANALYSIS
DATA
ANALYSIS
Objective: Find the association/ relationship between internet advertising and its impact on the consumers purchasing decision.
Hypothesis
Null Hypothesis (H0); There is no significance
association between internet advertising and its impact on the consumers purchasing decision.
Alternative Hypothesis (H1); There is significant
association between internet advertising and its impact on the consumers purchasing decision.
GOLDEN RULE
Since both variable are Non-Metric in nature, hence CHI- SQUARE test is applicable.
*Golden rule of Hypothesis testing;
If P value (sig. Val) is less than 0.05 (Null Rejected)
GOLDEN RULE
SUMMARY CHART
VARIABLE
AGE
In our case the sig value is .836 (greater than 0.05), hence Alternative hypothesis is accepted, Which means there is a significant difference between internet advertising and its impact on the consumers while making the purchasing decisions with respect to the age.
VARIABLE
SHOPPING TREND
In our case the sig value is .841 (greater than 0.05), hence Alternative hypothesis is accepted, Which means there is a significant difference between internet advertising and its impact on the consumers while making the purchasing
decisions with the respect to the domain where it is shown.
VARIABLE ADVERTISEMENT TYPES
In our case the sig value is .059 (greater than 0.05), hence hypothesis is accepted, Which means there is a significant difference between internet advertising and its impact on the consumers while making the purchasing decisions with respect to the advertisement type. (comparatively weak)
VARIABLE DISRUPTIVE ADVERTISEMENT
In our case the sig value is .972 (greater than 0.05), hence Alternative hypothesis is accepted, Which means there is a significant difference between internet advertising and its impact on the consumers while making the purchasing decisions with respect to the disruptive ads
Practical Implication
Practical Implications
- In our study of internet advertisements, we have seen the highest correlation with disruptive advertisements (0.972) which is (greater than 0.05), hence Alternative hypothesis is accepted.
- Our Study explains the optimal utilization the of internet advertising should propose a strategy that involve some sort of disruptive advertising.
- It not only grasps more attention but also show the explains the associations in results according to the data.
About Descriptive Advertising
About “Disruptive Advertising"
- “Disruptive” means an ad that’s effective because it’s unexpected, breaking through all that noise.
- But too often, disruptive advertising is executed as a one-off, a chance to temporarily grab the target’s attention and collect hits on social media.
SUGGESTIONS
SUGGESTIONS & CONCLUSION
The study established that reliability
of internet advertising is effective.
We recommend using the internet as an advertising marketing tool can provide distinctive experience to its customers based on shopper needs.
SUGGESTION
The study also found that internet advertising is affects the customer purchasing decisions and also suggest that the companies should invest more in internet advertising.
SUGGESTIONS
CONCLUSION
Overall, in a study of the impact of internet advertising on the purchasing decisions of consumers.
Disruptive advertisement in the internet advertising is the most effective
CONCLUSION
CONCLUSION
CONCLUSION
Internet advertising; disruptive advertisements influence the buying decision of the potential customers.
This study can be helpful for marketers to understand while formulating strategies for his/her marketing campaign.
Selecting appropriate strategies, which is an optimal solution for creating high purchases, generating high sales and ultimately creating customer loyalty amongst the current and potential customers.