Attitudes to internet advertising: a cross cultural comparison (original) (raw)
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PERCEPTION TOWARDS INTERNET ADVERTISING: A STUDY WITH REFERENCE TO TWO DIFFERENT GROUPS
the technology has been upgraded, the internet has become one of the best ways to advertise your product. Internet advertising is a route through which an Organisation can communicate about its product/service and it can expand its scope, client base and achieve higher benefits. It is a modern form of advertising to promote products/service. Internet advertising is a marketing strategy for the promotion of a product through which wecan grab and target the audience. Through internet advertising, a marketer can deliver & target the right message to the right person at the right place at the right time and the right cost. In this paper, we have thoroughly analysed the perception of two different groups from Ludhiana district towards internet advertising by using the various statistical technique.
Attitudes toward Specific Advertising Media (AM): Informative or Manipulative?
Asian Social Science, 2014
Attitudes toward advertising in general (A G ) is a concept which often raises ethical, social and cultural concerns, and yet in the context of specific media, consumers are often more positive, and find advertising entertaining, thought-provoking, amusing and informative. This paper focuses on attitudes toward advertising in three specific media (A M ) (print, television and online advertising) and aims to provide input into the design decisions of an advertising campaign. The survey is based on a sample of 425 Malaysian and international tourists, and one key finding is the positive view that respondents have about advertising in print, online and on television. In terms of attitudes to print advertising, social role and image makes the strongest unique contribution to A P ; for television advertising product information makes the strongest unique contribution to explaining attitudes to A TV ; and in terms of online advertising, hedonic pleasure makes the strongest unique contribution to explaining attitudes to A O.
Internet Advertising: Perceptions of the Users
International Journal of Marketing and Business Communication, 2019
The tremendous growth of global network, Internet penetration, created an undeniably profitable avenue for marketers and business owners to get reduced cost and high advertising revenue. A large number of advertisements were published by marketers on its way today, followed by negative effects on users. This research studies today's Internet advertisements and negative effects of online advertisements on Web users. The paper aims to analyse online factors influencing users' perception and attitude towards advertising on the Internet. The online survey was conducted among 150 active Internet users from public universities in India. The findings reveal the dramatical growth of online advertisements over the past 4-5 years. Most of the respondents find online advertisements distractive/intrusive, confirming that almost all privacy issues on the Internet and social sites are due to Internet advertising. Also, the study establishes that the attitude of users towards Internet advertisements is non-positive, especially pop-ups, video ads and retargeted advertisements are the most disturbing ones among online advertisements. The research concluded that the overall perception of Internet users about online advertisements is neutral, suggesting that it should be improved.
Survey of Internet users' attitudes toward Internet advertising
Journal of Interactive Marketing, 1999
Many have speculated about the current state of Internet advertising (IA), how it compares to advertising in general (GA), and its implications for traditional marketing models and practices. Although many estimates exist regarding who uses the Internet as well as guidelines about how best to design IA, little is known about Internet users' attitudes toward IA, much less what characterizes these attitudes. To test this, a national sample of over 400 participants with at least some exposure to the Internet was surveyed. The results revealed no majority opinion of IA: approximately a third of respondents liked, disliked, and felt neutrally toward IA, respectively. A regression analysis indicated that enjoyment of looking at Internet advertisements, its informativeness, and its utility for making behavioral (purchasing) decisions
The paper examines based on international research the differences between results of studies focused on consumers' attitude toward advertising. The aim of this paper is to show that it is possible to find situations where the influence of attitudes towards specific ads in general (ASG) on attitudes toward advertising (Aad) can be observed and also it is possible to find no influence of attitudes toward ads in general (AG) on Aad. The paper shows that the problem comes from the definition of AG. The experiments described in this paper detect attitudinal differences toward advertising in general among studied nations depending on the type of advertising. The research encompasses respondents from three countries with different economic and cultural backgrounds (Germany, Ukraine and USA). The data were collected based on a quantitative survey and experiment among university students. The results show that the concept of AG is in some cases too broad. Differences between AG were confirmed between Ukraine and other countries. The respondents from Germany are according to AG more pessimistic and the respondents from the USA are more optimistic. This disparity was explained by a significant difference in Orthodox and Atheist religion compared to the other religions.
Consumer attitudes and interactive digital advertising
International Journal of Advertising, 2009
This research examines consumer attitudes towards four sub-types of interactive digital advertising: internet-based e-and email advertising, and mobile-phone-based SMS-and MMS-type advertising. The differences in attitudes among these four sub-types of interactive digital advertising are also compared. Data are collected from three universities in Taiwan. Data analysis extracts three attitudinal forms (common factors) towards interactive digital advertising, namely, 'informative', 'entertaining' and 'irritating'. Consumer attitudinal forms towards e-advertising and MMS-type m-advertising are both similar and positive (i.e. informative and less irritating and entertaining). Their attitudinal forms towards email advertising and SMS-type m-advertising are less positive (more irritating and less informative and entertaining). furthermore, the three attitudinal forms towards the four sub-types of interactive digital advertising are compared. Consumer 'informative' and 'entertaining' attitudinal forms towards e-advertising and MMS-type m-advertising are similar, while their attitudinal forms towards email advertising and SMS-type m-advertising are equal and lower than towards the previous two sub-types of interactive digital advertising. As for the 'irritating' attitudinal form, consumers feel more 'irritated' towards email advertising and SMS-type m-advertising, while their attitudinal forms towards e-advertising and MMS-type m-advertising are equal and less irritated.
ATTITUDE AND PERCEPTION TOWARDS ONLINE ADVERTISING AMONG STUDENTS AND YOUNG PROFESSIONALS: A STUDY
The digital age has already made significant changes to each of the elements of the promotion mix. Companies increasingly see the Internet as an important medium through which advertising messages can be directed towards consumers. In the 21st century, consumers have more control over advertising exposure with web advertising because they can select how much commercial content they wish to view. However, very little is known of consumer perception about Web advertising, attitudes toward Web advertising or Web advertising associated with consumer behavior. The purpose of this study is to determine the attitude and perception towards online advertisement among students and young professionals. The study gives insights into their attitudes and perceptions towards online promotions.
Consumers’ Attitude towards Advertising
International Journal of Business and Management, 2012
Advertising is a growing business and with advances in the Internet technology, the dynamics and landscape of the business has changed as well. Prior findings on consumers' attitude towards advertising are mixed. This paper is an attempt to examine young adults' attitude towards advertising. We conceptualized a framework to examine the influence of six independent variables namely consumer manipulation, product information, hedonic/pleasure, economic condition, social integration, and materialism on consumers' attitude towards advertising. Participants were selected from the southern region of Malaysia. The data were collected through personal administration, and had 217 valid responses. The analysis reveals that four of the six hypotheses were supported. Consumer manipulation emerged negative, which is consistent with past findings. These findings would enable practitioners to be more consumer-sensitive to ensure that the advertising campaigns are properly conceived to avoid adverse effects on a firm's performance. The findings would also benefit consumers in gaining additional understanding on the roles of social networks in persuading specific purchase. This paper also contributes contextual literature on the perspectives of consumers' in Malaysia.