The emergence of online advertising - A study on the increasing influence of online advertising on consumer's buying habits

ACKNOWLEDGEMENT

My thanks go out to all who have helped me complete this study and with whom this project may have not been possible. In particular, my gratitude goes out to friends, facilitator and family for extensive and helpful comments on early drafts. I am also deeply indebted to the authors who have shared my interest and preceded me. Their works provided me with a host of information to learn from and build upon, also served as examples to emulate.

DECLARATION

I [type your full first names & surname here], declare that the following dissertation/thesis and its entire content has been an individual, unaided effort and has not been submitted or published before. Furthermore, it reflects my opinion and take on the topic and is does not represent the opinion of the University.

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Abstract

This thesis is based on the qualitative and the quantitative research methods with the help of the primary and the secondary data complied to find out emergence of online advertisement through the case study and its impact on the increasing influence of online advertising on consumer's buying habits. The online advertisement industry is vibrant in all most all the regions of the world. This study is undertaken to conclude whether online advertising can become the main communication platform in the future. There are many variables like education, gender, religion, lifestyle and more precisely the culture of the country that affect the online advertising industry to the most. Further the consumer behaviors can also be affected by the psychological perception and determinant. This dissertation comprises of the systematic method that was carried out in order to answer the research question. Further, compulsive behaviors, motivation to buy and the websites that are used for publication also makes a great difference on the results. The advantages of online advertising are countless for marketers. First, it promises to reach a sophisticated audience, helps target a specific segment and obtains quick if not instant feedback. And to the difference of traditional one-to-one advertising, online communication is many to many and interactive in nature. Research question is centrally comprises of few parts. The quantitative search is carried out in order to gather the statistics and the demographics regarding the online industry trends. The methodology adopted is the mixed method research, that is, qualitative as well as quantitative method. It has been concluded with the help of the literature reviews and the quantitative data, the impact the culture and the lifestyle of the people has made on the online advertisement industry.

Table of contents

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER1: INTRODUCTION1

1.1.BACKGROUND OF THE STUDY1

1.2.PROBLEM STATEMENT2

1.3.RESEARCH OBJECTIVES:3

1.4.RESEARCH QUESTION4

1.5.RESEARCH LIMITATIONS4

1.6.IMPORTANCE OF THE STUDY4

CHAPTER2: LITERATURE REVIEW6

2.1INTRODUCTION6

2.2HOW DOES IT INFLUENCE CONSUMERS' BUYING HABITS?7

2.3RELATIONSHIP BETWEEN LITERATURE AND RESEARCH QUESTION.7

2.4E-COMMERCE IN THE U.S.8

2.5ONLINE ADVERTISING11

a.Banner11

b.Advertising on search engines12

c.Email advertising12

d.Advertising on social networks12

e.Online video advertising13

f.Advertising on Meta verses13

g.Online advertising on mobile phones13

2.6ONLINE ADVERTISEMENT/SHOPPING AND ITS NATURE14

2.7CLASSIFICATION OF VIRTUAL COMMUNITIES17

2.8ANALYSIS OF CONSUMER BEHAVIOUR19

2.9CONSUMER NEED TO PURCHASE20

2.10BUYING BEHAVIOR BUYERS22

a.Complex buying behavior and online advertisement ...