University Research Project: Online Advertising's Impact on Consumers

This research project investigates the relationship between online advertising and consumer behavior, focusing on the retail industry in Australia. The study examines how online advertising influences consumer attitudes, buying processes, and purchasing decisions. The project includes an introduction with background information, problem statement, research aims, objectives, and questions. A literature review explores relevant concepts such as consumer attitudes, the buying process, advertising spending, and entertainment. A conceptual framework illustrates the relationships between independent and dependent variables. The methodology outlines the research plan, and the study concludes with a discussion of the research's justification and potential output, including insights for businesses and marketers. The research is justified by its potential to inform companies' online advertising investments and by providing information on the impact of different online advertising types. The study also includes a conceptual framework and hypothesis, along with the research methodology and budget, timeline, and references. The project aims to determine the effectiveness of online advertising, understand its impact on consumer behavior, and identify the factors influencing consumer behavior in the context of online advertising. The research is based on the work of several authors who have studied the impact of online advertising on consumer behavior.

A Research on impact of Online Advertising on the Behavior of Consumer
Name of the Student:
Name of the University:

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?

The scope of this research study is to focus on impact of the online advertising on the
behavior of the shoppers and will focus on the retail industry of Australia. The online
advertising is popular in the retail industry within Australia, therefore it can capture attentions
of the fresh direct marketers. The online advertising is playing a key role to develop sales as
well as market share of retail industry.
1.4 Justification and potential output of the research
The research study is justified based on some factors such as this study can examine
impact of the online advertising to shape behavior of the consumers. Therefore, it provides
opportunities to those companies who are wished to invest on online advertising channel.
This study is providing light on how consumers are perceiving products as well as services
seen online. The study will provide data to support the online advertising. Through this study,
the researcher provides information on various types of online advertising used for the public
such as display advertising, search engine marketing and optimization as well as email
marketing (Stephen, 2016). This study is mainly effective as well as informative for the
modern international businesses as they are doing business outside their local community and
all over the world. The customers are using the internet for a purpose of entertainment and
ordering of products and services. They are using online services for assisting them in each
characteristic of their life in addition creating chances to target ad messages (Khemakhem,
2019). The main purpose of this research study is online advertising is influencing on
purchasing or buying behavior of the consumers, however it provides impact on brand from
people’s demands. It is believed that this specific study will provide insights for the
advertising scholars as well as executives to identify the advantages and disadvantages of
online advertising (Van Reijmersdal et al., 2017). It will also assist the marketers to introduce
well organized approaches to the advertising.

The potential output of this research study is that the users of internet considering all
age groups have same perception towards the online advertisements. As the online
advertising is effective for the users, it is also considered as irritation among some age group
of people. In this study, impact of the customers are analyzed by reviewing the benefits of the
online advertising for the customers (Liu-Thompkins, 2019). It is concluded that the online
advertising is acts as informational services along with provided education to the consumers.
It enables the customers to know what they require, their wishes as well as where to get it.
The advertising is making possible to get new amenities as well as create enjoyable life of the
consumers. The online advertising can inspire production as well as reduce of the cost per
units (Liao et al., 2018). The online advertising can make possible for the marketers to sell
direct to consumers by using mail order businesses. This paper is also introduced
combination of independent as well as dependent variables to observe impact on the
consumer behaviour due to using online advertising. It will help the researcher to effort on
accurate factors as well as achieve benefits from the online advertisement. The consumer
behavior is provided importance in the literature learning of impact of the online advertising
concerning its benefits. A better quality of advertisement can influence consumers to buy the
product while a poor worth can do the contradictory (Deshwal, 2016). In the literature study,
there will be identification of factors which can influence the behavior of consumers to
purchase of products and services.

Attitude of
consumers
Buying process
Advertising
spending
Entertainment
Consumer Behavior
2. Conceptual framework and hypothesis
Figure 1: Conceptual Framework
(Source: Created by author)
2.1 Review of the literature study
The independent variables selected based on chosen research topics are attitude of
consumers, buying process, advertisement spending and entertainment. The dependent
variable is consumer behavior. This section discusses on the independent variables selected
for this study by linking with the consumer behavior.
Attitude of consumers
Islam and Rahman (2017) mentioned that the attitude of the customers are comprised
of beliefs, feelings as well as behavioral intentions towards the products as well as services.
The customer’s beliefs are playing a key role for the consumers as it is either considered as
positive as well as negative towards the objects. The behavioural intentions is provided with
showing plans for the consumers with esteem to the products. According to Guixeres et al.,

(2017), attitude of consumers is learned to behave in favourable as well as unfavourable way
towards a product. It is an evaluation of favour as well as disfavour of the consumers by
analysing their expressions, emotional feelings and beliefs towards the products and services.
The attitudes can be based on emotions of the consumers. It means the consumers can form
both positive and negative feelings towards the product. It can effect feelings along with
behavior of the consumers.
Buying process
According to Souiden, Chtourou and Korai (2017), the buying process of the
consumers is helping to take purchase related decisions. It is included identification of wants,
informational search, evaluation of selection and choices as well as evaluation of purchase of
the customers. Kireyev, Pauwels and Gupta (2016) stated that buying process of consumers is
helpful to determine their behavior while selecting products and services for purchased.
Khalid et al., (2017) argued that the buying process is a decision making process for the
customers. The decisions are to be taken related to market transactions, selection of good
products and know about quality services. The online advertising helps the consumers to
make changes in their buying behavior by providing them information about their required
products along with services. The buying process is initiated at the time when the shoppers
are becoming aware of their desires plus wants. Timberlake et al., (2018) examined that the
factor which can affect individual in the buying process related to role of the participants
within the organization.
Advertisement spending
The advertising spending is providing effect on consumer’s behavior with linking
with quality of the advertisements as well as its frequency. It may result to create last
impression on mind of the consumers. Eshghi, Sarkar and Sarkar (2017) discussed that the

online advertising is required to identify quality of the products and services. Heavy spending
on the advertisements showed that the business is capitalising on their brand, means the
business has vast asset for their better quality of products. According to Liu-Thompkins
(2019), level of advertising spending is not only a good indicator for best quality, but also for
good purchasing. Islam and Rahman (2017) examined that spending is affecting expectations
of the products as well as service quality in mind of the consumers. It is critical to examine
how advertising can affect the perception of the customers and their buying behavior. The
study will conduct to examine when huge investments are done on advertisements, then the
consumers are also expected more from the brand.
Entertainment
Mahmood (2018) stated that entertainment is considered as one of the main criteria to
create the online advertisements. It is a tool used for gaining attentions of the consumers. The
entertaining advertisements is likely to satisfy the consumers rather than bored them.
Therefore, it is seen that entertainment can cause increase in effectiveness of the online
advertising. Most of the retail companies are spending money for making advertisements as
entertaining and interesting. According to Brahim (2016), entertainment in the online
advertising can cause increase in customer satisfaction rate. Khemakhem (2019) conducted a
research on how entertainment can affect and influence the consumers. It can influence the
consumers by means of accepting as well as overwhelming products. Entertaining
advertisements can influence on satisfaction of the customers as well as leave impact on
consumer behavior. Deshwal (2016) found that entertainment ads are positively increase in
satisfaction of consumers and influencing buying behavior.
Based on the conceptual framework for this research study, following are two
hypotheses selected to test and analyze the research results:

Hypothesis 1: There is a positive relationship among online advertising and behavior
of the consumers.
Hypothesis 2: Attitudes towards the online advertising have positive impact on
purchasing decisions of the customers.
3. Methodology
The research study is required to structure as well as define the research plan for
identification of relationship between online advertising and behavior of the consumers and
test the research hypothesis. In order to meet with the research aim as well as objectives, the
research is to be conducted with explanatory research design. It shows connection among
factors as well as course of their relationship (Quinlan et al., 2019). In this study, the factors
are online advertising and behavior of customers and the relationship between those two
factors are analyzed.
The data collection method is used in this learning is comprised of primary research.
The research data will be collected by means of online questionnaire. The survey method is
used for collecting data for this particular investigation work. The respondents are asked
about the factors of online advertising as well as reactions on the purchase behavior of the
customers. In the research survey, the respondents are questioned about their demographics
as well as personal related data such as gender and age (Kumar, 2019). The research survey
will be designed for investigating effects of the online advertising on the behavior of the
customers. The research work will deliver a practical research results, and the data is to be
composed of defined number of population (Fletcher, 2017). In order to take responses from
the research participants, a total of 50 participants will be selected. The selected research
participants are measured based on Likert scale ranged from 1 (strongly disagree) to 5
(strongly agree).

From the conceptual framework, it is indicated that there are total four independent as
well as one dependent variable selected based on chosen research title. Adjustments into the
independent variable can make change in dependent variable. In order to examine the
research questions as well as test the hypothesis, quantitative research technique is used
(Gray, 2019). This research study is mainly focused on searching out impact of the online
advertising on the behavior of the consumers. This paper will clarify organisation of linking
among the independent as well as dependent variables.
The selected sampling method for this study is random sampling method (Ledford &
Gast, 2018). The employees of retail industry are considered for performing the survey
research. The closed survey consisted of 20 questions, presented to the target population and
asked for their opinions.
4. Organization of the study
The dissertation paper will be consisted of following chapters:
Chapter 1: It is the introduction chapter which can provide with overview and
background of research study. It will included problem statement, significance of the study,
research aim, objectives, questions and hypothesis selected for this study.
Chapter 2: This chapter will deliver examination of the literature and their findings
based on selected research title. There is also reviewing of theoretical models and providing
conceptual framework of the research study. The hypothesis are also developed in this
chapter once relationship of independent plus dependent variables are established into the
conceptual framework.
Chapter 3: This chapter is research methodology, will include the philosophy, design
and approaches, along with data collection and analysis methods.

Chapter 4: It will discuss results as well as analysis of the research results related to
selected questions along with hypotheses. In this chapter, results of reliability analysis will be
provided to test the variables and their relationships.
Chapter 5: It is conclusion and recommendations chapter will provide summary of the
descriptive analysis. There will be discussion of major research findings. Limitations,
recommendations and implications of study will also discuss for future work.
4.1 Budget
Items Cost (in $)
Personnel cost 3000
Equipment cost 5000
Travel and training cost 2000
Publication and consultant cost 1300
Fixed cost 700
Total cost 12,000
4.2 Timeline
Activities Duration (in weeks)
1 2 3 4 5 6 7 8 9 10 11 12
Choosing a research
topic
Performing initial
literature review
Finalizing research
questions

Developing the
research
methodology
Piloting
methodology
Organizing and
collecting data
Conducting survey
Data analysis
Drawings conclusion
and findings
Preparing the final
thesis paper

References
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