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Influence of Online Advertising in Formation of Attitudes – A Study with Reference to Indian Consumers

Amruta S S, Charulatha S

Abstract


For a long time, scholars have been exploring the efficacy of different advertising mediums. Studies have found that consumer attitude towards advertisements has a direct correlation to its effectiveness. These attitudes are shaped by the individual's beliefs about online advertising and can be estimated using various dimensions of those beliefs. This leads to the concept of advertising value, which functions as a go-between for predicting attitudes. The advertising value model proposed by Ducoffe [11] has been tested in this paper for Indian online advertising. A structured questionnaire with a non-disguised agreement range of strongly disagree to strongly agree and six questions about the participants' demographic profiles was used to collect data from 200 Indian customers as part of a descriptive study methodology. To determine how advertising value affected the relationships between the variables (Informative, Entertainment, and Irritation) and the criterion, regression analysis was used. (Attitude towards online advertising). Consumer attitudes in India towards online ads were found to be positively impacted by information and entertainment while negatively impacted by annoyance. This research sheds light on the factors that predict customers' attitudes towards online advertising in India as well as the role that a mediating variable plays in those predictions. It should be noted that the results cannot be generalized due to the sample size being limited and the sample not being a true representation of the population due to convenience sampling.


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References


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