Effects of online Advertising on Consumers

Abstract

Purpose of the study: The study would help the advertisers to understand to what extent the online advertising is beneficial. This study will bring facts that how advertiser‟s use social sites to make their products popular. This study will also be beneficial for the research scholars to analyze as to how consumers perceive the online advertisements and what are their parameters for purchasing stuff from the online sites. Research methodology: A survey method was used for collecting the data and questionnaire was used as a tool for conducting a survey among 500 respondents who are net savvy. Questionnaire was designed on the basis of parameters studied on the home page of the websites on regular basis. For designing the questionnaire and collecting the data online Google forms was used. The options in the questionnaire are based on the data collected from content analysis to study the response of the netizens towards them. Therefore, the data was shifted to Microsoft excel and converted to pie and bar graphs for graphically presentation. Thus the graphical presentation has also been derived from the Google forms and Microsoft excel. Conclusions: The research concluded that respondents prefer rectangular banner and skyscraper advertisements that too designed in big picture and copy heavy layouts. They notice the online advertisements of ecommerce sites and mobile phones as compared to any other product and prefer those ads whose utility or functions are displayed. Online ads placed above the mast head and on the right side of the homepage gains the maximum attention towards it. Advertisements displayed vibrant colors and promotional offers attract the netizens. Significance: The study will be beneficial for the marketers and web designers to understand the criteria of the netizens for considering the online advertisements and liking them.