Investigation on the impact of advertising on the online purchasing decision

Project Proposal & Plan (B30123)

Table of Contents
INTRODUCTION......................................................................................................................3
Background............................................................................................................................3
Aim and objectives.................................................................................................................3
Research questions.................................................................................................................4
Rationale................................................................................................................................4
Scope......................................................................................................................................4
Literature review........................................................................................................................4
Theme 1: Concept of online advertising................................................................................5
Theme 2: Relationship between online advertisement and customer buying behavior.........5
Theme 3: Challenges face by company across online advertising.........................................6
Research methodology...............................................................................................................7
Research Strategy...................................................................................................................7
Research Philosophy..............................................................................................................7
Research Approach................................................................................................................8
Data Collection.......................................................................................................................8
Data analysis..........................................................................................................................9
Ethical consideration..............................................................................................................9
Limitation...............................................................................................................................9
Timescale.................................................................................................................................10
REFERENCES.........................................................................................................................11

Topic: Investigation on the impact of advertising on the online purchasing decision
INTRODUCTION
Background
In the era of modernization, every company needs to stay ahead in the competition
and this is possible if the company innovate new ideas and attract the customers. In the same
way, current study will help to examine the importance of online advertising in the online
platform that helps to grab attention of many customers towards it. Also, through online
advertising, it will assist to find out the right target and examine who are more likely to be
interested to purchase the product. The online advertising is the wide concept of different
promotional tools that helps organization to reach right type of target audience easily. In the
same way, current study will also help to determine the impact of advertising on the online
purchase decision of customers. This will turn to improve the results of a firm and take a
business at further level of success as well.
The chosen firm for this proposal is Amazon which is an American multinational
technology company and mainly focus on e-commerce, cloud computing and digital
streaming. Company uses variety of promotional activities which in turn helps to encourage
customers to visit the site. The company is also considered one of the top five US big five
companies who deal in information technology. Through the study, it provide an opportunity
in order to analyze the importance of advertising that influence the customer buying behavior.
Currently the company deal in online platform and that is why, it is essential for the firm to
implement range of online advertisement that helps to let people know about the new
offerings and this in turn increase the performance as well.
Aim and objectives
Aim: The aim of this study is “To analyze the impact of advertising using online purchasing
decision of customer: A case study of Amazon”
Objectives:
 To understand the concept of online advertising.
 To examine the relationship between online advertisementand customer buying
behavior
 To ascertain the challenges which Amazon face during online advertisement
 To recommend the best way through which the challenges may overcome.

Research questions
 What do you understand by online advertisement?
 What is the relationship between online advertisements with customer buying
behavior?
 What are the challenges which Amazon face during online advertisement?
Rationale
The rationale for choosing the specific topic is such that in this era of digitalization,
most of the company uses online mode of promotional tools in order to meet the demand of
customers and promote the product as well. Through this topic, researcher also wants to
understand the importance of online advertising during purchasing decision. Moreover,
researcher have their own interest in order to study on this topic which will further helps to
understand the concept in better manner (Mandliya and et.al., 2020). Apart from this it is also
analyzed that study on the specific topic will also assist to let company know about the
benefit and how it influence the customer decision making. Therefore, the study will provide
a deep understanding about online advertising concept and this further assist to meet the
define aim in specific manner.
Scope
With the help of the current study, scholar tries to let company aware about the
challenges faced during online advertising. Also with the help of the study, most of the
organization who operate within the same field will understand about the importance of
online advertising and examine the relationship between customer purchasing decision and
online advertising (Zeng and et.al., 2019). Moreover, it is further analyzed that other scholars
are also benefitted with the study by using the material for secondary purpose. Therefore, it is
clearly examine that through study on this topic will help to meet the define aim andexamine
the importance of using online advertising within an online platform.
Literature review
In this section, all the secondary sources are selected which in turn help to meet the
define aim and objectives. Such that with the help of this section, scholar determine the
concept of online advertising and describe the relationship between online advertisement and