QUESTION

 

1. A mini research proposal on THE EFFECTIVENESS OF INTERNET ADVERTISING ON CONSUMER BEHAVIOR . The proposal should comprise of an introduction (setting out the need or importance for the study, the rationale); the research problem and objectives; outline of the literature). The references should be presented as part of the portfolio, but clearly identified as references for the research proposal (not less than 1000 words)

2. You are expected to provide academic references with particular emphasis placed on peer-reviewed journal articles. Full academic referencing and structure is also expected.

TITLE: THE EFFECTIVENESS OF INTERNET ADVERTISING ON CONSUMER BEHAVIOR 

Introduction

Importance for the study, the rationale

The research problem and objectives

LITERATURE REVIEW (400 words at least)

RESEARCH METHODOLOGY

RESULTS AND FINDINGS

DISCUSSION, CONCLUSION AND RECOMMENDATION

1200 words should comprise the above.

REFERENCES

QUESTIONNAIRE

ANSWER

THE EFFECTIVENESS OF INTERNET ADVERTISING ON CONSUMER BEHAVIOR

Table of contents

Chapter 1: Introduction

1.1 Introduction

Internet is a useful platform for the advertisement of products and services nowadays. This study aims to focus on the effectiveness of the internet for advertising. Along with that, it will help to evaluate the effectiveness of internet advertising on the consumer’s purchasing power.

1.2 Importance of the study

Along with different advertisement channel, internet is also playing a major role regarding the purchasing behavior of the consumer. This study helps to understand the importance of the advertisements and its impact on the customer buying power. Along with that, it will also help to evaluate how the approaches of the advertisement enhance the sales of a company.

1.3 The rationale

In changing the customer’s behavior towards the product, advertisement plays a major role. It has been identified through statistical analysis that 40% of internet users from USA purchased online products several times in 2017. Along with that, the amount of web influenced sales of offline retail is around $1,366 billion (statista.com, 2019). As stated by Kalia & Mishra (2016), online advertisement is beneficial and helps to analyze the parameters of the purchasing powers of the consumers. On the contrary, Mohammed (2012) stated that with the globalization and advancement in the technology enhances the internet usage. Thus, for the brand awareness of a company, internet advertising plays an important role. In the context of online advertisement, Amazon, USA is sighting on the $88 Billion in the online advertising market (nytimes.com, 2019). As online advertisement have a positive impact on the sales of a company, this research will shed light on the effectiveness of internet advertising on consumer behavior (citeseerx.ist.psu.edu, 2019).

(Refer to appendix 1)

1.4 The research problem

There are certain factors including price, quality, and appearance of the product that influence the consumer behavior. Thus the main problem that the research deals with is analyzing the aspects of internet advertising that influence the consumer behavior and exercise the Push and Pull strategy. This also involves a breach of the ethics while convincing the consumers for buying a product.

1.5 Objectives

• To critically analyze the effectiveness of internet for advertising

• To critically discuss the factors of internet advertising that influence customers

• To critically evaluate the impact that internet advertising has on consumer buying behavior

• To suggest strategies for effective internet advertising while maintaining ethics

1.6 Research Questions

1. What are the crucial points supporting the effectiveness of the internet for advertising?

2. How are the aspects of advertising play a major role in collectively affecting consumer behavior?

3. How the internet play a significant role as a platform for advertisement?

4. Does internet advertising involve ethical as well as unethical means?

5. What are the challenges of internet advertising?

6. What are the possible strategies that will help to mitigate those challenges?

Chapter 2: LITERATURE REVIEW

2.1 Critical analysis of the effectiveness of internet on advertising

Advertisement is the most well-known approach that marketers use to attract their consumers more towards their products or services. As stated by Dehghani & Tumer (2015), social media is a platform that enhances the relationship between marketers and consumers. On the contrary, Jayaprakash & Joseph (2018) stated that as the internet is creating unique characteristics of flexibility, and personalization, it has a positive impact on the advertising for creation of significant global marketing channel. In the context of advertisement, social media enhances new opportunities with the aim of increasing brand awareness.

2.3 Critical analysis of the effectiveness of advertising on consumer behavior

Advertisement of a product or services has a significant effect on consumer purchasing behavior. As stated by Jayaprakash & Joseph (2018), the term consumer behavior mainly refers to the actions and decisions that have a significant influence on the customer’s buying nature. On the contrary Gilaninia et al. (2013) stated that marketing communication includes essential segments such as promotions, sales, marketing as well as advertising. In the context of consumer behavior, marketers analyze it to understand the requirements of the customers and to develop methods that will enhance the sales of the company.

2.4 Critical analysis of consumer behavior and its influencing factors

Creative expressions and promotions has major impact on the enhancement of the marketing campaigns that are attractive to catch the eye of the consumers. As stated by Montano & Kasprzyk (2015), theory of reasoned action mainly focuses on the effectiveness of the customer’s pre-existing attitudes that facilitates the procedure of adopting a decision in the context of the marketers. In the context of EKB model, Ashman et al. (2015) stated that advertisement influences pre-purchase as well as post-purchase behaviors of the customers. According to these theories, once the consumers absorb the information from the advertisement, they critically analyze those data and compare it with their past experiences. Thus, sufficient and creative information of the product helps marketers to influence the purchasing power of the customers.

 

Figure 1: Critical analysis of consumer behavior and its influencing factors

(Source: influenced by Ashman et al., 2015)

Chapter 3: RESEARCH METHODOLOGY

3.1 Research philosophy (Positivism)

Positivism is a scientific method of research that considers the factual knowledge. As stated by Rahi (2017), positivism helps to consider factual data based on theoretical framework. In the context of this research work, this will allow the researcher to analyze the factual data regarding the effectiveness of internet advertising on consumer behavior.

3.2 Research design (Descriptive)

Research work will be completed with proper research design. In the context of this research work, descriptive research design will help the researchers to analyze different data considering different sources. According to Flick (2015), the prime focus of descriptive research design is to highlight the phenomenon of the research along with its characteristics.

3.3 Research approach (Deductive)

Deductive approaches emphasize the existing theory for the research work. As stated by Yin (2009), researchers could test hypothesis depending upon proper observation and theoretical framework. In the context of this research work, deductive research approach will help the researchers to analyze impact of internet advertising through different theoretical framework.

3.4 Data collection tools and techniques (Primary quantitative and survey)

This research will conduct primary research to identify the impact of internet advertising on the behavior of the consumer. In order to conduct the research, primary data will be collected through online survey.

3.5 Sample size and sampling techniques

In order to collect primary data, online survey will be performed. 100 consumers of online commerce from USA will be considered in random and non-probable method to ensure the unbiased result of the research.

3.6 Ethical consideration

Here the researcher will follow the ethical framework. No data of the participant will be disclosed. Purpose of the research is only academic and the collected data will not be used for any commercial purpose. The researcher will follow the legal framework of Data Protection Act 2018 to ensure the ethical practice (neighborhoodindicators.org, 2019).

3.7 Time lime

(Refer to Appendix)

Chapter 4: RESULTS AND FINDINGS

4.1 Results

4.1.1 Primary questionnaire

Q1. Do you agree that internet advertising is influential for consumers?

• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

Q2. How far do you agree that internet advertising is effective for a limited group of customers?

• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

Q3. Do you think internet advertising can convey the message of the company properly to its consumers?

• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

Q4. How far you think internet advertising is effective for organizational performance regarding its sales and marketing?

• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

Q5. Do you think internet advertising allows organizations to expand their target market globally?

• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

4.2 Findings (Anticipated outcome)

In the context of anticipated outcomes of this research work, it will help to evaluate crucial factors that influence the purchasing power of the consumer. Marketing campaigns, as well as personal preferences, can be evaluated in the context of internet advertising which influences consumer behavior.

Chapter 5: DISCUSSION, CONCLUSION, AND RECOMMENDATION

5.1 Discussion

The main problem that the research will deal with involves the impact that internet advertising has on the consumer buying behavior. In addition the research will deal with the ethical dilemma related to internet advertising and its impact in consumer behavior.

5.2 Conclusion

The research will yield the results that consumers are more tech friendly and spend most of their times in internet. Thus they are easily influenced by internet advertisements which are attractive and which have a strong social media impact. In addition pop up ads and SEO are some of the effective strategies that have an impact on the decision making o f the consumers.

5.3 Recommendation

In order to understand the effectiveness of the internet advertising, it is recommended that, online survey is a useful technique that can help the researcher to evaluate statistical data. Along with that, different existing theories and sources will help the researchers to analyze the purpose of the research. Along with that, it will also help them to conclude the result of this research accordingly.

Reference

Ashman, R., Solomon, M. R., & Wolny, J. (2015). An old model for a new age: Consumer decision making in participatory digital culture. Journal of Customer Behaviour, 14(2), 127-146. Retrieved on: 10^th January 2019, Retrieved from: https://s3.amazonaws.com/academia.edu.documents/40762032/Ashman_Solomon_Wolny_2015.pdf?AWSAccessKeyId=AKIAIWOWYYGZ2Y53UL3A&Expires=1547446524&Signature=Y9cqKZuzcdcta%2BmnDTKLe61oGxc%3D&response-content-disposition=inline%3B%20filename%3DAshman_Solomon_Wolny_2015.pdf

citeseerx.ist.psu.edu (2019), IMPACT OF ADVERTISING ON CONSUMER BEHAVIOUR AND ATTITUDE WITH REFERENCE TO CONSUMER DURABLES, Retrieved on: 11^th January 2019, Retrieved from: http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.739.8618&rep=rep1&type=pdf

Dehghani, M., & Tumer, M. (2015). A research on effectiveness of Facebook advertising on enhancing purchase intention of consumers. Computers in Human Behavior, 49, 597-600. Retrieved on: 10^th January 2019, Retrieved from: https://s3.amazonaws.com/academia.edu.documents/40769603/A_research_on_effectiveness_of_Facebook_advertising_on_enhancing_purchase_intention_of_consumers.pdf?AWSAccessKeyId=AKIAIWOWYYGZ2Y53UL3A&Expires=1547445490&Signature=v0CnrtCCsj439L%2FIyHJDZBrAXJU%3D&response-content-disposition=inline%3B%20filename%3DA_research_on_effectiveness_of_Facebook.pdf

Flick, U. (2015). Introducing research methodology: A beginner’s guide to doing a research project. Sage: New Castle upon Tyne Retrieved on: 11^th January 2019, Retrieved from: https://books.google.co.in/books?hl=en&lr=&id=jcOICwAAQBAJ&oi=fnd&pg=PP1&dq=flick+methodology&ots=rrRAgY35fY&sig=dJGyxpYhBV4o0ay9AspO1SeJh8M

Gilaninia, S., Taleghani, M., & Karimi, H., (2013), Internet Advertising and Consumer Behavior in the Purchase of Products, 1(1), [Online], Retrieved on: 10^th January 2019, Retrieved from: https://www.omicsonline.org/open-access/internet-advertising-and-consumer-behavior-in-the-purchase-of-products.pdf

Hoban, P. R., & Bucklin, R. E. (2015). Effects of internet display advertising in the purchase funnel: Model-based insights from a randomized field experiment. Journal of Marketing Research, 52(3), 375-393. Retrieved on: 10^th January 2019, Retrieved from: http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.850.9206&rep=rep1&type=pdf

Jayaprakash, A., & Joseph, M. A. (2018). A STUDY ON THE EFFECTIVENESS OF INTERNET ADVERTISING ON CONSUMER BUYING BEHAVIOUR TOWARDS MOBILE PHONES. INDIAN JOURNAL OF APPLIED RESEARCH, 8(3), 34-35. Retrieved on: 10^th January 2019, Retrieved from: https://wwjournals.com/index.php/ijar/article/viewFile/2681/2649

Kalia, G., & Mishra, A., (2016), Effects of online Advertising on Consumers, 21(9)[Online], Retrieved on: 11^th January 2019, Retrieved from: http://www.iosrjournals.org/iosr-jhss/papers/Vol.%2021%20Issue9/Version-1/G2109013541.pdf

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Appendices

Appendix 1: Retail sales in USA (web- influenced)

(Source: https://www.statista.com/statistics/368309/us-web-influenced-retail-sales/)

Appendix 2: Time Line

Activities	Week 1	Week 2 to 5	Week 6 to 12	Week 13 to 17	Week 18-21	Week 22 to 23	Week 23
Topic selection
Planning process
Existing literatures are reviewed
Research plan Development
Choosing techniques of research
Primary data collection
Analysis of collected data
Collecting findings
Conclusion and recommendation
Development of rough overdraft of the project
Submission

 

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