Impact of Online Advertising on Consumer Behavior in Australia

This study examines the impact of online advertising on consumer behavior in Australia. It explores the meaning and concept of online advertising, evaluates its effect on consumer behavior, and suggests strategies for influencing consumer behavior through online advertising.

Business research
1/3/2019

Abstract
The primary aim of this study is to examine the impact of online advertising on consumer
behavior, Australia. Moreover, this research considers a certain section like an introduction,
literature review, and methodology. The introduction section could be effective for collecting
information towards certain factors named research significance, research objectives, and
research scope. The literature review section could also be effective for getting theoretical
information about the research issue. There are certain sources that are considered by
different sources named like academic sources, journal, books, and online and offline
sources. The metrology section demonstrates that the researcher has mainly considered mixed
data method like qualitative and quantitative method.

Table of Contents
Research topic............................................................................................................................2
Introduction............................................................................................................................2
Objectives of the research......................................................................................................2
Project Scope..............................................................................................................................2
Research significance.................................................................................................................3
Type of sources..........................................................................................................................3
Introduction................................................................................................................................3
Literature review........................................................................................................................3
RO1: To discover the meaning and concept of online advertising and consumer behavior.. 3
RO2: To explore evaluate the effect of online advertising on consumer behavior................5
RO3: To suggested the online advertising strategy to change the behavior of consumers....6
Research methods.......................................................................................................................7
Conclusion..................................................................................................................................7
References..................................................................................................................................8

Research topic
This research is emphasized on evaluating the impact of online advertising on consumer
behavior in Australia.
Introduction
Online advertising could offer a way by which organization would be capable to directly
spread the awareness of goods and services among a huge number of consumers. Thus, it is
evaluated that the organization could be capable to attract a huge number of consumers by
considering the online advertising (Stephen, 2016). Online advertising is a tool that increases
consumers demand of the specified products and services. It could also be effective for
making a positive image of the firm in limited time and cost. Moreover, the consumer
behavior could be an essential part of the business as it facilitates to purchase products and
services of the firm (Xiang, Magnini, and Fesenmaier, 2015).
Objectives of the research
The main aim of this study is to evaluate the impact of online advertising on consumer
behavior. The researcher will accomplish the following objectives for the completion of
desire aim:
 RO1: to evaluate the conceptual understanding of online advertising and consumer
behavior.
 RO2: To discover the role of online advertising on consumer behavior, Australia.
 RO3: To recommend strategies for online advertising in influencing consumer
behavior.
Research questions
 RO1: what is the meaning and concept of online advertising and consumer behavior?
 RO2: What is the role of online advertising on consumer behavior, Australia?
 RO3: what are the strategies of online advertising in influencing consumer behavior?

Project Scope
This research has a wider scope for the reader and investigator as it facilitates to increase the
conceptual understanding of online advertising and consumer behavior. This could lead the
researcher to make their career in online advertising and improve the sale of the firm by the
influence the decision of consumer behavior. In addition, it is examined that the researcher
could also increase their knowledge in the context of the impact of online advertising on
consumer behavior. It evaluates certain approaches to online media advertising to influence
the purchasing behavior of customers, Australia.
Research significance
This research is beneficial for increasing understanding of social media and consumer
behavior. It is also effective for increasing knowledge on the impact of online advertising on
consumer behavior, Australia. Moreover, it is effective for improving strategies for online
advertising on the performance of the organization. This research is also effective for gaining
the understanding of the secondary data collection method that could be effective for getting
the conceptual information towards the research issue. The secondary data collection tool
could consider different sources to meet the aim and objectives of the research issue named
journals, academic sources, online-offline sources, and books.
Type of sources
In this research, the researcher will use secondary data collection method to collect
information towards the research issue. There are certain sources that are considered in the
secondary data collection tool named journal, Adamic journal, online and offline sources, and
books. It will be effective for collecting the data from the existing sources.
Introduction
This study demonstrates the meaning and concept of online advertising on consumer
behavior. It also demonstrates the role of online adverting on consumer behavior of Australia.

This research discusses approaches of online advertising to improve the behavior of
consumer towards the specified consumers.
Literature review
RO1: To discover the meaning and concept of online advertising and consumer
behavior.
According to Cummins et al. (2014), online advertising can enable a consumer to share an
opinion, belief, and personal information between the bulks of customers. In addition, online
advertising can enable a corporation to favorably communicate with the end users and also
supports them for sharing targeted information with regards to products and services. It is
assessed that online advertising considers new techniques to obtain the new product through
individual communication. It can help to develop a direct association with their customers
that can affect the overall financial outcome of the corporation (Wang, Cunningham, and
Eastin, 2015).
Richard and Chebat, (2016) argued that online advertising is an effective marketing technique
that can provide an opportunity for connecting the customers by creating a positive image
with respect to products and services. This could be essential to retain the existing as well as
new consumers for long-standing. Another strategy of online advertising is to build support
for customers that could be a major task for the company. There are different key market
participants who demonstrate their products and services between bulks of customers with the
unique image could mandate to the customer for buying specific products and services.
According to Balakrishnan, Dahnil, and Yi, (2014) there are different theories of customer
buying, which might develop the association between online advertising and purchasing
behavior of consumers. These theories are also called the traditional model and contemporary
model. The traditional strategy incorporates different factors such as economic model,
sociology, and learning. Moreover, a contemporary strategy can depend on the Howard-Sheth

Model. A company can consider economic model and focuses on relevant techniques that
would aid to make higher competitive advantageous in minimum cost with time. It is also
assessed that earning model can support the company for understanding the factors that may
affect the buying behavior of customers such as satisfaction level as well as their experience
(Soares and Pinho, 2014).
RO2: To explore evaluate the effect of online advertising on consumer behavior
According to Malik and Guptha, (2014) online advertising may generate a positive effect on
consumer buying behavior. It generates a virtual home for a corporation on online websites.
Consequently, it makes competent to wider transformation in a company for gaining the
visibility of customers with regards to the brand. Online advertising enables both business
and customers to do direct communication. In such manner, freedom depicts that an
individual can now raise their opinion regarding the product and company in a semi-public
setting in which a large number of a person can see and read it (Jerath, Ma, and Park, 2014).
In contrast to this, Javornik, (2016) demonstrated that online advertising is beneficial to
create loyalty amid consumers. It helps a company for directly interact with the customers.
As a result, the brand seller can build a personal relationship with customers for building
faithfulness between them. It is assessed that when a customer has a complaint and
illustrative is well-informed, proficient, and empathetic then, it could aid to decline
frustration of consumers. Online advertising may permit the company for giving time to
depict their best response and makes sure the constancy for acquiring the best response of a
large number of consumers.
As per the view of Goh, the Chu, and Wu, (2015) word of mouth is effective to attain the
sales of the company. Online advertising is significant to buy the products and services rather
than building faith on other consumers for buying their recommended products. Moreover,
word of mouth advertising can cover the international fields in minimum time and affecting

content to each customer. Under this strategy, a corporation can interact with a high amount
of customers at one click of a button via online advertising. It is beneficial for allocating
message regarding the company. But, it has negatively affected the image of a corporation
such as negative data could be easily distributed by unfavorable customers (Zha, Li, and Yan,
2015).
In contrast to this, Kirk, Chiagouris, Lala, and Thomas, (2015) discussed that online
advertising could be used to spreading the high amount of data regarding the products as well
as a corporation. This data is not limited to the efforts of the corporation as key market
participants use online advertising for influencing the purchasing decision of customers. It is
evaluated that high range of products and services can change the buying behavior of
customers with respect to research. Before building purchasing judgment, a customer can
visit on different online advertising and depicts what other people perceive regarding the
products and how the company deals with the consumer services.
RO3: To suggested the online advertising strategy to change the behavior of consumers
According to Resnick and Albert, (2014) a company can allocate reliable and visible
information regarding products and services to their customers. It would lead to influencing
the decision of consumer purchasing. Moreover, a company can improve the awareness
regarding brand among the customers by conveying a message by online advertising
platforms. In addition, the message can be differentiated by key market participants as this
could be advantageous to generate a distinct perception in the customer’s eye and gets higher
productivity.
In favor of this, Lewis and Reiley, (2014) assessed that a company can emphasize the
concepts that message should have for minimum time and involves a high extent for a person.
It would be beneficial to influence the purchasing decision of customers. It could be

suggested that a company can offer data about sales discount and offers for influencing the
consumer purchasing decision.
In contrast to this, Fransen, et al. (2015) evaluated that a business enterprise can focus on
building the reliability between the consumers with regards to the brand through online
advertising modes. As a result, this can be effective to improve the sales of products at
minimum cost as well as time. In such a way, a company can promote products through
Facebook, YouTube, Instagram, and Twitter.
Research methods
From the study of various literature, it is found that the researcher has used the mixed
method. It facilitates the researcher to consider both qualitative as well as quantitative
method. This method could also lead to getting theoretical and numerical data towards the
research issue. Moreover, it is also evaluated that there are certain tools and techniques for
evaluating collected data about the research issue. It will be effective for evaluating the
research issue and make a reliable conclusion. The researcher will use different sources to get
secondary data like books, offline and online sources, and articles. It could be imperative for
the accomplishment of a desired goal in the least time and cost. In addition, most of the
researcher has used the qualitative method to examine conceptual information towards the
research issue. Moreover, it is examined that the qualitative data analysis method is effective
for getting reliable information. In addition, it is examined that there is creation source that is
considered by the researcher to collect the data in a systematic manner like primary and
secondary data collection method. It is evaluated that the secondary data collection method is
more effective as compared to the primary data collection method. This method is imperative
for getting the data from existing sources that could take less time and cost. Hence, it is
evaluated that the researcher will focus on secondary data collection to meet the aim of the
research issue. Moreover, the researcher has considered inductive approach as compared to

the deductive approach. The inductive approach could facilitate to the researcher to obtain
non-numerical data in the context of research issues. Apart from this, the deductive approach
facilitates to the investigator to develop a research hypothesis and accept or reject them on
behalf collect information. It is examined that the researcher has used the descriptive research
design to conduct this research for the accomplishment of desire goal in the least time and
cost.
Conclusion
With respect to the above discussion, it can be concluded that online advertising could
positively influence the behavior of Australian consumers to buy specified products and
services. Moreover, it can be summarized that there are different elements that are considered
different factors such as behavioral, psychological, social, and cultural factors. It can be
evaluated that social media could be effective for buying decision. It can also be summarized
that there are different approaches that could be implied by the consumer for making a
purchasing decision.

References
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