business strategy
Introduction
The size and range of online advertisement is increasing dramatically. Businesses are spending more on online advertisement than before. Understanding the factors that influence online advertisement effectiveness is crucial.
This study seeks to explore the factors that contribute to the effectiveness of online advertisements and affect consumer purchasing intention from the perspective of developing countries.
Online advertising has grown rapidly in the last decade. By 2000 online advertising spending in the United States reached 8.2$ billion dollars (Hollis 2005). It is projected that these numbers will continue to increase as more people are connected spend more time online and additional devices (such as mobile phones and televisions) are able to provide internet connectivity.
The increasing numbers of Internet users encourages companies to develop marketing tactics that increase purchasing and spending among users of the internet. As online advertisement is the key to online marketing, this study seek to identify and explore the factors that impact online advertisement on consumers intension to purchase especially in a developing country context.
Conceptual Model and Hypotheses
Consumer characteristics
The consumer purchases are influenced strongly by his personal, cultural, social and psychological characteristics.
Gender received a lot of attention in the marketing environment. Genders had been always linked to consumer behavior and inclinations towards products / services, and to different needs and represent an important factor in online advertisement environment. As well, age of Internet users was found to be influential factors on user's acceptance of online advertising.
Incomes also have been identified as key factors that control the rate of expenditure on Internet.
A weak Internet skill makes it difficult for the user searching for information on the Internet and affects the diversity of activities on the
The size and range of online advertisement is increasing dramatically. Businesses are spending more on online advertisement than before. Understanding the factors that influence online advertisement effectiveness is crucial.
This study seeks to explore the factors that contribute to the effectiveness of online advertisements and affect consumer purchasing intention from the perspective of developing countries.
Online advertising has grown rapidly in the last decade. By 2000 online advertising spending in the United States reached 8.2$ billion dollars (Hollis 2005). It is projected that these numbers will continue to increase as more people are connected spend more time online and additional devices (such as mobile phones and televisions) are able to provide internet connectivity.
The increasing numbers of Internet users encourages companies to develop marketing tactics that increase purchasing and spending among users of the internet. As online advertisement is the key to online marketing, this study seek to identify and explore the factors that impact online advertisement on consumers intension to purchase especially in a developing country context.
Conceptual Model and Hypotheses
Consumer characteristics
The consumer purchases are influenced strongly by his personal, cultural, social and psychological characteristics.
Gender received a lot of attention in the marketing environment. Genders had been always linked to consumer behavior and inclinations towards products / services, and to different needs and represent an important factor in online advertisement environment. As well, age of Internet users was found to be influential factors on user's acceptance of online advertising.
Incomes also have been identified as key factors that control the rate of expenditure on Internet.
A weak Internet skill makes it difficult for the user searching for information on the Internet and affects the diversity of activities on the