Content area
Full Text
Abstract
Purpose - This paper discusses internet marketing relevance and investigates antecedents of consumer attitudes toward IA. The analysis is based on a consumer survey conducted in India. For this purpose, a representative quota sample of Internet users in India has been interviewed. The finding of this study provides marketers with an understanding of consumers, their attitude toward advertising, so as designers and marketers can better strategize their advertising designs.
Design/methodology/approach - Data for this survey was collected from Internet users among students, employees and entrepreneurs in India in summer 2011. A purposive sample was recruited with the assistance from professional survey research companies. Overall, 190 questionnaires were collected in employees, 192 from entrepreneurs, and 196 from the students. This sample is considered a representative of the population. Pilot study was also conducted to test the validity and reliability of the research.
Findings - The present paper has provided thorough information on the impact of various factors on internet advertising and the distinction of internet advertising effectiveness among three demographically different variables. This study was also able to give the insight of the varios dimensions and their extent of influence on internet advertising.
Practical implications - This study provides with an insight based on which it is understood that the five factors which are entertainment, information credibility, economy and value are significant predictors of attitude towards internet advertising. With internet gaining the prominence among direct marketers on the globe, this research provides managers with the valuable findings that can be applied to integrate direct bossiness with global customers.
Originality/value - India has the third largest internet population in the world that makes it a good fit for doing research on the topic of internet advertising. The large number of internet population of this country also gives this research a greater generalizability and acceptance.
Research limitations - The recommendations and managerial implications presented in the above section were based on the primary data collected and analyzed for this research. The generalizability of the findings of this research should be taken with caution as the research bears little limitation; firstly, the resources and the limited sample size that can not be considered as an absolute representative of the whole population of India. This research has been...