A Research on impact of Online Advertising on the Behavior

A Research on impact of Online Advertising on the Behavior of Consumer
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Table of Contents
1. Introduction.........................................................................................................................3
1.1 Background of research study.....................................................................................3
1.2 Statement of the problem.............................................................................................3
1.3 Research aim, objectives and questions......................................................................4
1.4 Justification and potential output of the research........................................................5
2. Conceptual framework and hypothesis...............................................................................7
2.1 Review of the literature study......................................................................................7
3. Methodology.....................................................................................................................10
4. Organization of the study..................................................................................................11
4.1 Budget........................................................................................................................12
4.2 Timeline.....................................................................................................................12
References................................................................................................................................14

1. Introduction
1.1 Background of research study
Brahim (2016) discussed that rapid increase and expansion of the online advertising
can change insights of the company and purchasing behavior of the customers. In this current
world, the customers are getting information through online mode and start to realize their
demands through using the internet. Eshghi, Sarkar and Sarkar (2017) argued that
technological development is creating new platforms to deliver products for marketers as well
as advertisers. With the technological changes, usage of the online advertising is also rapidly
increasing through each years. Online advertising is a way to deliver promotional offerings as
well as marketing communications to the consumers. According to Souiden, Chtourou and
Korai (2017), online adverting is playing a key role for providing effect on preferences of the
customers, building positive attitudes and influencing in purchase decisions about products
and services accessible through advertisement mode. Online advertising is not only a medium
to display advertisements, but it is a marketing communication medium executed by use of
website, mobile phone as well as social networking sites.
1.2 Statement of the problem
Online advertising is changed way of consuming product by the user and attitude of
the customers they are looking at product. The behavior as well as attitude of the consumers
are influenced by means of online advertising. In current world along with in age of
explosion of the information, advertising has technical focussed position into both economic
as well as cultural interactions. The company who is expertise in advertising can get effectual
method in area of the competitions. The online advertising is considered as complex and
serious issue in field of the consumer behavior. As the online advertising is dependent on
internet, therefore downtime of the internet connection, complications in browser and lags in

the website can lead to lessen the number of consumers. Due to technical issues, the company
is losing opportunity to broadcast the advertisements for products and services. The online
shopping is emphasized with group of consumer purchases, therefore it breaks down logical
borders of shopping procedure. The factors which is effective in online purchasing is getting
attention of scholars in field of the marketing management and consumer behavior.
1.3 Research aim, objectives and questions
The aim of this research learning is to study relationship between online advertising
as well as behavior of the consumers. The internet is considered as important source for
getting information and the consumers those are shopping online can change way they are
searching information by taking advantage of internet. The objectives of this specific
investigation study are:
 To determine effectiveness of the online advertising and create awareness
among the consumers
 To determine relationship among online advertising and behavior of the
consumers
 To categorise the factors that impact behavior of consumers by use of online
advertising
In order to evaluate the research aim, following are the research questions
focused for performing this work:
I. Does online advertising influence behavior of the consumers?
II. What are the factors influence the behavior of consumer’s view of
online advertising?
III. How do determine effectiveness of the online advertising to create
awareness among the consumers?