E-commerce Advertising Case Study: Influence on Consumer Behavior

This case study investigates the impact of constant advertising, particularly in e-commerce, on persuading consumers to purchase products they may not need. It reviews the types of constant advertising used in e-commerce, such as Bing ads, pop-up advertisements, social media ads, and television commercials, and discusses the benefits companies derive from these strategies. The study explores how these advertisements influence consumer buying behavior, potentially leading to materialism and social dysfunction. The research methodology involves an exploratory design, utilizing both primary data collected through questionnaires from e-commerce users and secondary data from various sources. Qualitative data analysis, thematic methods, and graphical presentations are employed to analyze the results. The study also acknowledges limitations related to data availability, sample size, time constraints, and ethical considerations. Ultimately, the research aims to provide recommendations and conclusions regarding the role and impact of constant e-commerce advertising on consumer purchasing decisions.

Constant advertising persuading
people to buy products they don't
really want. Case Study: E-
commerce

TABLE OF CONTENTS
RESEARCH PROPOSAL...............................................................................................................1
INTRODUCTION...........................................................................................................................1
Aim..............................................................................................................................................1
Objectives....................................................................................................................................1
Research Question.......................................................................................................................1
FUTURE SCOPE............................................................................................................................2
LITERATURE REVIEW................................................................................................................2
Types of Constant Advertising....................................................................................................2
Benefits derived by the companies..............................................................................................3
Impact of Constant Advertisements on consumer buying behavior............................................3
RESEARCH METHODOLOGY....................................................................................................3
LIMITATIONS................................................................................................................................4
ETHICS...........................................................................................................................................4
RESOURCE/ SAMPLE...................................................................................................................4
PLAN AND PROCEDURE ON GANTT CHART.........................................................................4
RESEARCH CARRIED OUT.........................................................................................................5
Research carried on in accordance with the agreed specification and procedures......................5
RESEARCH TECHNIQUES..........................................................................................................7
Using appropriate research evaluation techniques......................................................................7
ANALYZING THE RESULTS IN TERMS OF RESEARCH SPECIFICATION.......................13
RECOMMENDATIONS...............................................................................................................14
RESEARCH CONCLUSION........................................................................................................14
REFERENCES..............................................................................................................................15
APPENDIX....................................................................................................................................16

RESEARCH PROPOSAL
INTRODUCTION
In this current era of technology, e-commerce marketing is high in demand as this mode
has provided ease and comfort to business towards making worthy customer interaction. Every
business seeks to promote their business through means of e-commerce as it offer sound platform
for attracting wide mass of customers (Joseph, 2006). Under this system, businesses attract
customers through various types of internet promotions. Considering their influence on molding
consumer behavior the current report has been carried out. Present research proposal has been
developed for achieving the aim of analyzing the influence of constant advertising on the
purchasing behavior of people. In this context, case study on e-commerce has been taken into
account so that effectual results can be attained through it. E-commerce has been most influential
and persuading in changing buyer’s perspective and purchasing patterns (Kumar and Petersen,
2006). From this report, specific role of e-commerce marketing has emphasized on hypnotizing
customers mind and instilling in them to make purchases. From e-commerce, business is actually
able to offer more variety of products than through traditional means of business.
Aim
Key aim of undertaking this research is to analyze the role of constant advertising in
persuading people to buy products that they don't really wish to buy. In order to conduct this
study in an effective manner, e-commerce marketing has been taken into due account. Factors
Contribution in selection of Research Project
Objectives
Based on this following research objectives have been initiated-
1. To analyze the impact of constant advertisements on consumer buying behaviors.
2. To identify the benefits that will be retrieved by companies by means of e-commerce
marketing.
3. To assess different types of constant advertising.
Research Question
For conducting this research and focusing on the aim, following questions have been taken into
consideration:
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1. What are the factors that influence consumers in performing e-commerce activities?
2. How effectual are the e-commerce marketing in persuading consumers buying behavior?
FUTURE SCOPE
This research can be used as a base for conducting further research. In this context,
present study can be used for assessing the behavior of customers in different context. Further,
modes of effective marketing can be analyzed in future with the help of this research. Through
this, companies that operating within the segment of e-commerce can able to develop strategies
from which they can sustain for longer. This will also help in attaining an edge over the rivals.
LITERATURE REVIEW
In this section, discussion on the past literature is being considered so that general
information can be gathered from it. In this aspect, secondary source have been chosen as a
method of research to identify possible impact of e-commerce on consumer buying behavior
(Dholakia, 2002). This includes books, journals, online articles, magazines and scholar page.
Types of Constant Advertising
Getting persuaded by constant advertisements has led to drive everyone's focus on such
advertisements. Consumers are constantly poked to draw their attention on such ads and to get
motivated to explore products which are being advertised (Bhasker, 2006). E-commerce business
has widened their range of scope to endless medias with the ultimate aim to provoke customers
to buy their products whether they are in need of it or not.
Whether, it is the -
 Constant Bing Ads on the internet sites; or
 The pop up advertisement on web pages; or
 Twitter/Facebook Ads splashing on their sites; or
 AdMob Ads appearing within the mobile apps; or
 Television Advertisements; or
 Urban Advertisements and many more.
All this has rampant the consumers' attention towards their business and notifying them to make
purchase by hook or by crook (Doyle and Bridgewater, 2012). All these Medias have tended to
serve as a medium of interaction of businesses with their customers.
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Benefits derived by the companies
With the rampant commercialization of the economy it has become strongly evident that
people are becoming more materialism. Businesses are serving whatever they can and are
promoting them through constant advertisements (Viscolani and Zaccour, 2009). Consumers are
believed to be now professional buyers and hoarders of things that they don't really aspire. With
this tendency of consumers, businesses have become successful in attracting more and more
consumers.
Impact of Constant Advertisements on consumer buying behavior
It is important to determine that with the advertisements, attempt was to persuade one to
buy products. The constant flash of commercials and according to a news report, about 2000-
4000 cores are being spent by e-commerce brands on promoting their consumer brands just on
television (Punch, 2013). A new lifestyle is promoted by such e-commerce constant
advertisements that are causing widespread social dysfunction. Constant exposure to displays of
happy people purchasing things from e-commerce business has forced them to buy things they
don't need. Time constraints as a matter of fact are also one of the reasons that have also curbed
our ability to think critically. None has been able to secure themselves from constant outpouring
of advertisements (Chaffey, 2009). The effect of ubiquitous marketing is palpable, but still hard
to quantify.
RESEARCH METHODOLOGY
In order to carry out this research, exploratory design will be used to draw significant
insight into the subject matter. Furthermore, data shall be gathered from both the sources primary
and secondary. In the primary source, data shall be recorded from the customers who use e-
commerce sites for shopping (Chilisa, 2012). Under this, set structured questionnaire will be
utilized. Sample size of this survey will be taken to determine 30 customers who are addictive to
e-commerce amusement sites. Also, secondary data will be approaches as well for a detailed
study from sources like books, magazines, journals, magazines, newspapers, online articles and
other similar sources. For the purpose of conducting data analysis, qualitative measures will be
used where thematic method will be pursued. In this, different themes will be used for the
purpose of obtaining results from them. Moreover, graphical presentation shall also be practiced
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in this research. The following time table shall be used to conduct the research in order to assure
themselves that it is completed within the time duration.
LIMITATIONS
Main limitation to this research is that there are large amount of secondary information
available and problems arises in identifying most reliable and authentic data. In addition to it,
limited number of sample size is another concern for this study as this may affect the findings of
the research. Moreover, limited time frame and cost are also involved in the limitation segment
of this study.
ETHICS
In present research, efforts have been incorporated over ethical aspects so that research
can be conduct in desired manner. In this context, data is collected from authentic source only
and no shortcuts have been applied for the same. Additionally, issue of biasness is addressed by
remaining rationale at every point. Moreover, data obtained from primary source has been stored
securely in order to safeguard the interest of research participants.
RESOURCE/ SAMPLE
In the present study, purposive sampling technique has been selected under which sample
size of 50 customers has been incorporated. With the help of gathering varied responses from
different customers appropriate information about their purchase behavior can be attained.
PLAN AND PROCEDURE ON GANTT CHART
Sr. No. Activities List of activities Weeks Preceding activities
1 A Meeting with supervisor 1
2 B Completion of proposal 1 A
3 C Submission of proposal 2 B
4 D Approval of supervisor 1 C
5 E Review of previous literature 5 D
6 F Collection of data 4 D
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7 G Analysis of data 4 E,F
8 H Interpretation of data 3 G
9 I Drafting the complete project 4 E,G
10 J Reviewing the complete project 2 I
11 K Finalizing the project 1 J
12 L Submission of the project 1 K
RESEARCH CARRIED OUT
Research carried on in accordance with the agreed specification and procedures
It is quite apparent that the research is a very rigorous process demanding a lot of
concentration and focus. It is highly important that the research tools and techniques must be
adequately planned. Research Methodology provides the way through which relevant and
authentic data can be gathered (Dr. Lazar, Dr. Feng and Dr. Hochheiser, 2010). In this part, some
key points on the aspects of research methodology such as philosophy, data collection, type,
designing, approaches etc will be discussed. Thus, it can be said that research methodology play
a crucial role in this study. For understanding this study following tools and techniques can be
used-
Research philosophy
Researcher is enabled to acknowledge and understand in a better way in relation to the
subject through philosophy (Srinagesh, 2006). There are mainly 4 type of philosophies realism,
positivism, pragmatism and interpretive. In the positivism approach, the researcher looks at the
world in an objective way. In the pragmatism the researcher handles all the research activities
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Illustration 1: Network diagram

along-with fact and it is based on practical results. In interpretive, the world is interpreted in a
subjective way and research is carried on the basis of interest of the researchers.
For this study the realism approach is selected which is based on interpretive and
positivism. It pays attention on assumptions and tries to imply the subjective quality of human
beings (Newman, 2000). This key philosophy has been used to explore the subjective nature of
their customer for making purchases after getting influenced with content advertising.
Research approach
It is considered as a most important methodology through which researcher can carry out
the research by selecting appropriate path. Inductive and deductive are two major research
approaches (Hartas, 2010). Researcher can establish different theories and models in relation to
the given subject matter with the help of selecting appropriate research approach. Inductive
research approach is most suitable when researcher can move from more specific theories to
general one. On contrary, deductive approach will be incorporated when hypothesis is being
framed. Further, in the present study, Inductive research approach has been incorporated as no
hypothesis is being formulated. Moreover, it helps in identifying some of the best information as
well as related theories and models with e-commerce.
Research design
It is the most effective technique through which overall study can be made as simple as
possible. There are different types of research designs i.e. Descriptive, meta-analytic,
experimental and explorative which enables the researcher to enhance the quality of their
research (Kotzab and et.al, 2006). Further, descriptive research design is one of the most suitable
for the present study as it helps the reader to go through various concepts and data about the
content. With the help of this, appropriate information and data can be gathered and research can
be developed on descriptive basis.
Research type
Qualitative and quantitative are two major research types which help the reader in
assisting and understanding the whole content of research in a more effective manner (Srinagesh,
2006). On the basis of current report, qualitative research techniques have been used because
hypothesis has been developed. With the help of using qualitative technique appropriate
conclusion can be made and all the finding and data are represented in the graphical manner.
Data Collection
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It is considered as a most important part of any research through which researcher can
collect most suitable information as per the given subject matter. Primary and secondary are two
major sources of data collection in which primary method helps in collecting data directly from
people. On the other hand, secondary data collection refers to collecting data directly from online
sources (Chilisa, 2012). As per the current scenario and given subject matter, data has been
gathered from primary as well as secondary sources. In order to collect information from primary
sources, a questionnaire has been filled by different customers who use e-commerce and does
online shopping. On the other hand, secondary data has been gathered from online articles and
magazines.
Sampling
Sampling plays a crucial role in gathering information from different sources. It can be
done by two ways i.e. probabilistic as well as non-probabilistic random sampling. Selecting
appropriate sampling technique as well as sample size is considered as a most important task for
the researcher. Sample size should be according to the basis, size and scope of the study (Lazar,
Feng and Hochheiser, 2010). In the present study, purposive sampling technique has been
selected under which sample size of 50 customers has been incorporated (Kotzab and et.al,
2006). With the help of gathering varied responses from different customers appropriate
information about their purchase behavior can be attained. However, in this report, sample size
of 50 customers has been chosen and data has been gathered through primary sources.
Data Analysis
One of the most important sections of any research is to frame most suitable findings as
per the given topic. Researcher can draw better conclusion on the basis of developing appropriate
findings (Hartas, 2010). In the present study, data has been analyzed by the way of qualitative
techniques. Under this, thematic analysis as well as graphical representation has been taken into
consideration. In this, different themes have been developed on the basis of different responses
RESEARCH TECHNIQUES
Using appropriate research evaluation techniques
For this study thematic analysis has been undertaken for the purpose of evaluating the
collected primary data from customer who are influenced by constant advertisements. A
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questionnaire has been designed in which a set frame of questions is drafted. Following research
evaluation technique are employed in this given study.
Questionnaire- Questionnaire is an appropriate evaluation method because it helps in gathering
perspective of customers and large volume of data.
Thematic analysis- This technique is one of the best techniques that can be used when study is of
qualitative nature. In this analysis themes are drawn which are presumed as the basis for further
evaluation.
Purposive Sampling- For this study purposive sampling is applied which is a type of non-
probability technique. It is selective, judgmental, and thoroughly subjective in nature. The
primary data is required to be collected from consumers who are driven by constant
advertisements appearing on various platforms. This sampling is best because the impact and
influence on consumer purchasing will be highlighted.
Findings
Gender
The above graph depicts the gender of the sample from which responses were collected. On
obtaining the response it was seen that approx. 67% were female and 33% where male.
Age Group
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The above graph displays the age group of the sample. While determining the findings it
was seen that only 7% are of 55 years and above. 13% are under the age of 25 years and 27% are
among the age 36-55 years. The highest of all the other, was seen among 26-35years.
Which type of advertisement influences you the most?
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The above graph displays that people are often persuaded by Pop Up advertisements and 47%
people admit to the fact. While, 27% said that television advertisement motivates them to shop
through online websites and 20% said that they had visited online shopping sites through social
media link. Rest 7% directed their vote for other.
How often do you shop online products?
The above graph shows the likeliness of one to shop through e-commerce websites. Through the
response it was seen that, 57% people have admitted that they frequently shop through online
websites. Only handful of them around 3% replied that they were rarely influenced by online
advertisements.
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