The Influence of E-commerce Sites Pops Up Advertisements Over Youngsters

Abstract

Objective: This study explores the influence of pop-up advertisements on youngsters' purchases, focusing on how these ads on webpages determine purchase intent. The purpose of this research is to investigate the effectiveness of pop-up ads in creating awareness, enhancing recall, and ultimately driving impulsive buying behavior among youngsters, who frequently engage with social media and other websites. Theoretical framework: To achieve the research objectives, a comprehensive theoretical framework is utilized. The framework incorporates theories from consumer behavior, advertising effectiveness, and online marketing. It draws on concepts such as brand awareness, product features, price perception, and impulsive buying behavior to provide a holistic understanding of the influence of pop-up ads on youngsters' purchase intent. Method: A primary data collection method is employed in this investigation. Surveys are conducted among a targeted sample of youngsters who regularly engage with online platforms. The survey questionnaire is designed to capture their exposure to pop-up ads, their attitudes towards these ads, and their subsequent purchase intent. Additionally, data is collected on the respondents' recall of product information and their impulsive buying tendencies. Findings: The findings of this study shed light on the impact of pop-up advertisements on youngsters' purchasing behavior. The results indicate that pop-up ads have a significant influence on purchase intent among the target population. The abrupt appearance of pop-up ads on webpages captures the attention of online viewers and creates a sense of urgency, leading to impulsive buying decisions. Furthermore, the continuous exposure to pop-up ads improves the recall of product features, prices, and other parameters, reinforcing the impact on purchase intent. Research Implications: These findings have important implications for marketers and advertisers aiming to target the younger demographic. Understanding the effectiveness of pop-up ads in creating awareness and driving impulsive buying behavior can inform strategic advertising campaigns and optimize online marketing efforts. Marketers can leverage the potential of pop-up ads to enhance brand recall, increase product visibility, and ultimately drive sales among youngsters. Originality/value: This study highlights the significance of pop-up advertisements on youngsters' purchase intent. The primary data analysis confirms that pop-up ads on webpages have a strong influence on impulsive buying behavior and enhance the recall of product information. By considering the findings and recommendations of this research, marketers can effectively utilize pop-up ads to engage with the younger demographic and drive their purchasing decisions.