Investigation: Advertising Impact on Online Purchasing Decisions

This project proposal investigates the impact of online advertising on customer purchasing decisions, using Amazon as a case study. It begins with an introduction outlining the background, aim, objectives, research questions, rationale, and scope of the study. The proposal then delves into a literature review, exploring the concept of online advertising, its relationship with customer buying behavior, and the challenges companies face. The research methodology section details the research strategy (qualitative), philosophy, and approach, along with data collection and analysis methods. Ethical considerations and limitations are also addressed, followed by a timescale for the project's completion. The proposal aims to analyze how online advertising influences customer decisions, providing recommendations to overcome challenges and improve marketing strategies. The study will contribute to a better understanding of online advertising's role in the digital age.

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

customer buying behavior. In this different articles are selected which in turn helps to meet
the aim and objectives in an effective manner.
Theme 1:Concept of online advertising
In accordance with Liu-Thompkins(2019) online advertising helps the company to
find the right audience and it also target the ones who are more interested to purchase the
offered product. It is also known as digital marketing in which company uses internet in order
to deliver the promotional marketing messages to the consumers. Also with the help of
effective online marketing tools, company is able to deliver the right message to correct
audience in order to obtain the website traffic as well. Estrada-Jiménez and et.al., (2017) also
reflected that through effective online advertising company is able to engage their customers
and plan the advertisementaccordingly. Moreover, it is also examine that this method is cost
effective and reach to range of target audience without any extra efforts and change their
purchase decision making process.
In addition to this, it is also stated by Sridhar and et.al., (2016) that through effective
online marketing style company creates trust among audience and provide detail of each
product which in turn increase the brand awareness. Along with this, it also assist to make
familiar with business and product and later will begin to recognize the product services.
Hence, it is analyzed that with the help of effective online marketing strategy, company is
able tosustain the brandimage at international level and meet the demand of customers as
well.
Theme 2:Relationship between online advertisement and customer buying behavior
As per the view of Juan, Lefortier and Chapelle(2017) advertising plays a crucial role
in the influencing the consumer buying behavior such that by providing and attracting their
attention, arousing their interest and also creates a desire to purchase the product as well.
Moreover, company also uses the marketing strategy in order to promote as well as sell the
product and services in order to create the best marketing campaign as well. On the other
side, Liu and Mattila(2017) argued that it is quite important to understand the respond of the
consumer and in this rapid growth of information technology which enhanced the importance
of online advertising. Therefore, it is stated that with the help of effective online marketing
strategy company is able to encourage people and change their decision making process as
well.

In addition to this, the customer buying process also affected the overall process of
purchasing, in which online advertisement is also play an important role in the success of a
firm. Hence, it is analyzed that posting the blogs and advertisement on the social media sites
will help to meet the define aim and maintain brand image as well. Through the customer
buying model, company will able to predict how consumer are likely to react to various
informational and environment cues that share the marketing strategies. Expósito-
Ventura,Ruipérez-Valiente and Forné(2020) also supported that in the era of digitalization,
most of the company uses effective digital marketing strategy that helps to meet the demand
of customer and offer the best variety of product to their customers as well. For example, in
Facebook, company will offer range of blogs and advertisement that helps to let customer
know about the new product and this will turn to attract the range of customers towards it.
According to Li and et.al., (2020) Also argued that online advertising on Internet also
has some disadvantage such that third party may copy the content and this in turn affect the
results of the company in negative manner. Moreover, the chances of copying is increases
within Internet and that is why, most of the business uses copyright and intellectual properties
in order to meet the demand of the customers and provide the same. Further,Sørensen and
Van den Bulck (2020) it is analyzed that there is a direct relationship between online
advertising and customer buying behavior. Such that most of the online advertising helps to
convince the customers which in turn improve the results of the financial performance.
Unlink online media, internet allows advertisers to evaluate the effectiveness of their
marketing in order to motivate the customers. Hence, this is clearly reflected that empirical
work also shows that customer motivation also shifted from the online advertising which in
turn attract the customers.
Further, also Liu-Thompkins(2019) suggested that with the help of effective online
advertising, company more target the audience and this in turn improve the results up to some
level. Moreover, this type of advertising is faster as compared to offline advertising activities
that lead to improve the results and also attract the customers. That is why, online
advertisement should make sure that it uses attractive and eye catching blogs that will help to
grab attention of many customers.

Theme 3: Challenges face by company across online advertising
As per the view of Estrada-Jiménez and et.al., (2017) when company offer the online
advertisement to their customers then face many challenges such that data concern is consider
one of the biggest issue and this in turn affect the results. Such that there is no confidentiality
with regards to the selected advertisement and that is why data security is consider the top
concern for all the business. Though the method d cost effective but it is time consuming
method which affect the results in opposite manner. Like, to write a blog and convey the
information to the customers, company has to invest a lot of time which is consider another
challenge for the firm. That is why, most of the firm do not uses the same in order to protect
the sensitive data from others.
Sridhar and et.al., (2016) also explain in their study that brand are actually expected to
increase their digital spending in every year and it is a part to putting more money in place so
that customers are attracted and this in turn affect the overall performance. Hence it is not
possible in SME and that is why, they did not use this method and prefer to have offline way
of marketing. For example, in Amazon which is completely based upon the digital platform
and it is necessary to use online advertisement that helps to maintain the customer
relationship and meet the define aim of a business as well.
Research methodology
RM is a specific process and techniques which is used to determine the select the
information about a specific topic. In the research study, this section allow the reader to
critically evaluate the study’s overall validity and reliability. There are many parts associated
with this section which helps to attain the define aim and objectives in specific tenure.
Research Strategy
A research strategy guides a researcher to perform proper planning, executing and monitoring
the study in better manner. Also research strategy conduct the research systematically and
produce the quality results with detail reporting (Taherdoost, 2016). There are three types of
research strategy i.e. qualitative, quantitative and mixed research. Among all scholar will uses
qualitative study in order to determine the impact of online advertising upon purchasing
decision of the customers. Through this method, researcher also allow to ask the questions
which helps to understand the human experience and this in turn improve the results as well.
Apart from this, quantitative study is only used when investigator wants to understand about
the social world that is why, qualitative study is chosen over quantitative.

Research Philosophy
It is a notion about the way through which information about a phenomenon is
gathered and used that helps to meet the research questions in better manner. Through this
type, researcher follows important views as well as assumptions which will greatly affect the
research strategy (Basias and Pollalis, 2018). There are four types of research philosophy
such that Interpretisvism, Positivism, Pragmatism and Realism.
Among all, scholar uses Interpretivism research philosophy over others because it will
assist to interpret the whole element in better manner so that it will helps to generate the best
outcome. Through this method, scholar understand the reality and tries to convert the same in
order to meet the define aim of a study (Mohajan, 2018). Further, with the help of chosen
philosophy, investigator also answer the research question and determine the impact of online
advertising upon the customer’s purchase decision.
Research Approach
It is the plan and procedure which consist of broad assumption into detail method of
data collection and analysis. Through this method, the nature of research problem is
identified and addressed. However, on the other side it is also analyzed that with the help of
research approach, there should be consistency between methods and in order to make the
research credible, there is a need to generate findings (Zangirolami-Raimundo, Echeimberg
and Leone, 2018). There are three types of research approach such that Inductive, deductive
and Abductive. Among all, scholar uses inductive research approach because it allow
flexibility and also starts with an observation as well as theories which are proposed towards
an end of a research. Hence, through this method, scholar also begin to detect pattern and
develop an appropriate conclusion and theories. So, it is stated that with the help of inductive
research approach, scholar tries to attain the set goals and conduct the research in an effective
manner.
Data Collection
It is the method of gathering and measuring information that helps to answer each
research questions. With the help of data collection, investigator inform the decision and
provide the quality results that assist to determine the trend and provide answer of the
problem as well. There are two types of data collection method such that primary and
secondary (Ørngreen and Levinsen, 2017). Under primary method, scholar collect
information directly rather than depend on previously done research, under this survey,

questionnaire and interview are performed that help to meet the define aim. On the other side,
through secondary research, investigator uses different articles and journals in order to
generate outcomes.
From the above, scholar will used secondary data collection method in which latest
published articles and different books are selected which in turn assist to meet the define aim.
Further due to COVID-19 it is not possible to perform the field work and that is why, this
data collection method is used that will help to determine the impact of online advertising
upon the consumer buying behavior (Basias and Pollalis, 2018).
Data analysis
It is the process of inspecting, cleansing and modeling the collected information with
a goal to use the information and then support in decision making. In the same way, the
current study will also uses this key element of research methodology in order to analyze the
collect data in proper manner. Hence with the help of data analysis, scholar uses analytical
and logical reasoning in order to generate the best results. Therefore, researcher will uses
thematic data analysis method in which all the information are analyzed in better manner and
also get best outcome (girolami-Raimundo, Echeimberg and Leone, 2018). Moreover, it is
also analyzed that through thematic data analysis method under qualitative study, scholar will
uses pie chart and graphs in order to present the findings in better manner and also determine
the impact of online advertising upon the customer purchase decision.
Ethical consideration
Researcher should make sure that before conducting the research, there is a need to
take consent of the study subjects so that it do not cause any negative impact upon the
research. Moreover, the outcomes generated by the scholar should also not allow to re-
identify participants, otherwise it will lead to cause negative impact. Also, investigator should
make sure that all the secondary sources should not be so old because it will affect the entire
research in opposite manner (Ngozwana, 2018). Also the research is based upon the online
advertising and in past time, there is no such advertisement available. That is why, the
selected sources should be latest and copyright so that valid information is generated.
Limitation
While conducting the research, scholar faces time management issues because most of
the sites are access denied and this in turn takes a lot of time. Moreover, it is also analyzed
that the topic is so wide and there are lots of secondary study material available on the

internet which also consumes enough time. Hence, if the researcher uses primary data
collection method, then it will generate more effective results as compared to secondary one
because it helps to generate the fresh information while secondary data collection method did
not support the same (Mohajan, 2018).
Timescale
Particulars Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
Selection of
topic
Developing
Aim and
objectives
Conducting
literature
review
Research
methodolog
y
Formatting
and proof
reading
Submission
Waiting for
feedback
Modification
and
submission

Risk Assessment
Risk Assumption Issue Dependencies
Cost risk There are high
chances that
management is able
to assume that there
are only curtained
amount of specific
cost associated in
implement the plan.
But during the
process more cost or
expenses may in
order to complete the
project.
Lack of budget or
future forecast about
amount of capital
required to meet
expense can create
barrier in
implementation of
plan as desired.
It can be stated that
cost risk is highly
depended upon
forecasting regarding
future expense that
company will bear in
order to complete
particular task.
Time risk Management may
also assume that it
will require only
limited time to
complete specific
task but due to
several other external
factors the deadline
may exceed to some
extent.
Lack of
accountability and
responsibility or
more confusion are
main issue that could
be faced by Amazon
while pursuing its
plan in order to
achieve end goals.
It is dependent upon
actual time taken by
each individual to
complete their task.
Communication
risk
There may be
situation where
management of
Amazon may think
or assume that it has
effective
communication
channel. While there
is lack of exchanged
of information or
coordination between
people that will
create in hurdle of
smooth operation of
plan.
Lack of clear goals
and success criteria
may lead to
miscommunication
among individuals
thus lead problem in
implementing plan as
desired.
Organization
structure and culture
are two main
dependent factors
that could contribute
in communication
risk. As inappropriate
culture or structure
will lead to less
communication and
coordination between
individuals.

REFERENCES
Books and Journals
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