Determinants of Audience Attitude towards Online Advertising

Harsh Mishra

doi:10.65301/ijcd.2017.8.1.2.4

Articles Vol. 8 Issue 1 & 2 Jul - Dec 2017

DOI 10.65301/ijcd.2017.8.1.2.4

Determinants of Audience Attitude towards Online Advertising

Authors

HA

Harsh Mishra

Ph.D., Assistant Professor, Department of Journalism & Creative Writing, School of Journalism, Mass Communication & New Media, Central University of Himachal Pradesh, Dharamshala, Kangra (H.P.)

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66 Downloads

Published 2017-12-30

Pages 19-29

Abstract

Online advertising is still a largely unexplored phenomenon, especially from the perspective of developing nations such as India. The quantum and the scope of the research carried out by the industry and the academia to understand it are quite limited. It goes without saying that success or failure of any advertising platform depends upon audience attitude towards it, but ironically it is the least explored area in case of online advertising. This study aims to delineate and explicate various factors which lead to formation of positive or negative attitudes towards online advertising. The study is exploratory and based upon survey. The data collected through e-mailed survey questionnaire to 1000 respondents spread across the length and breadth of India is analyzed with the help of descriptive statistics. The results of this study will help in gaining a better understanding of the manner in which online advertising is received and processed by the audiences, and how they form different perceptions and attitudes towards online advertising. The findings of this research may help the online advertisers to modify their online advertising practices in order to make them compatible with the behaviour of the audiences resulting in more value for their advertising expenditure.

Keywords

Online Advertising Audience Attitude Determinants of Audience Attitude Formation

References

Cheon, H. J., & Cho, C. H. (2004). Why Do People Avoid Advertising on the Internet? Journal of Advertising, 33(4), 88–97.
Choi, S. M., & Rifon, N. J. (2002). Antecedents and Consequences of Web Advertising Credibility: A Study of Consumer Response to Banner Ads. Journal of Interactive Advertising, 3(1), 12–24.
comScore. (2012). State of e-commerce in India. New Delhi: The Associated Chambers of Commerce and Industry of India.
comScore. (2013). India Digital Future in Focus 2013: Key Insights and Digital Trends Shaping the Indian Online Space. comScore, Inc.
Deloitte. (2014). Technology, Media & Telecommunications India Predictions 2014. Deloitte.
FICCI-KPMG. (2014). The stage is set: FICCI-KPMG Indian Media and Entertainment Industry Report 2014.
Ha, L. (2008). Online Advertising Research in Advertising Journals: A Review. Journal of Current Issues and Research in Advertising, 31–48.
Ha, L., & McCann, K. (2008). An Integrated Model of Advertising Clutter in Offline and Online Media. International Journal of Advertising, 27(4), 569–592.
IAB / PwC. (2014). IAB Internet Advertising Revenue Report: 2013 Full Year Report. New York: Interactive Advertising Bureau.
Internet and Mobile Association of India. (2011). About Us. Retrieved May 05, 2014, from http://www.iamai.in/introabout.aspx
IAMAI & e-Tech/IMRB. (2013). Internet in India. Mumbai: IAMAI & e-Tech/IMRB.
IAMAI. (2013). Digital Advertising in India. Internet and Mobile Association of India.
Kim, N. Y., & Sundar, S. S. (2010). Relevance to the Rescue: Can “Smart Ads” Reduce Negative Response to Online Ad Clutter? Journalism and Mass Communication Quarterly, 87(2), 346–362.
Li-Ming, A. K., Wai, T. B., Hussin, M., & Mat, N. K. (2013). The Predictors of Attitude towards Online Advertising. International Journal of Applied Psychology, 3(1), 7–12.
Liu, Y., & Shrum, L. J. (2002). What Is Interactivity and Is It Always Such a Good Thing? Journal of Advertising, 31(4), 53–64.
Liu, Y., & Shrum, L. J. (2009). A Dual-Process Model of Interactivity Effects. Journal of Advertising, 38(2), 53–68.
Nielsen. (2013). 2013 Online Advertising Performance Outlook. New York: CMO Council and Vizu, A Nielsen Company.
Rodgers, S. (2002). The Interactive Advertising Model Tested: The Role of Internet Motives in Ad Processing. Journal of Interactive Advertising, 2(2), 22–33.
Rodgers, S., & Thorson, E. (2000). The Interactive Advertising Model: How Users Perceive and Process Online Ads. Journal of Interactive Advertising, 1(1), 42–61.
Sheehan, K. B., & Hoy, M. G. (1999). Flaming, Complaining, Abstaining: How Online Users Respond to Privacy Concerns. The Journal of Advertising, 28(3), 37–51.
Wolin, L. D., Korgaonkar, P., & Lund, D. (2002). Beliefs, Attitudes and Behaviour towards Web Advertising. International Journal of Advertising, 21(1), 87–113.

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How to Cite

Harsh Mishra . (2017). Determinants of Audience Attitude towards Online Advertising. International Journal of Communication Development , 8(2), 19-29.

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IJC

International Journal of Communication Development

Published by Journalskart

ISSN 2231-2498

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[1] Cheon, H. J., & Cho, C. H. (2004). Why Do People Avoid Advertising on the Internet? Journal of Advertising, 33(4), 88–97.

[2] Choi, S. M., & Rifon, N. J. (2002). Antecedents and Consequences of Web Advertising Credibility: A Study of Consumer Response to Banner Ads. Journal of Interactive Advertising, 3(1), 12–24.

[3] comScore. (2012). State of e-commerce in India. New Delhi: The Associated Chambers of Commerce and Industry of India.

[4] comScore. (2013). India Digital Future in Focus 2013: Key Insights and Digital Trends Shaping the Indian Online Space. comScore, Inc.

[5] Deloitte. (2014). Technology, Media & Telecommunications India Predictions 2014. Deloitte.

[6] FICCI-KPMG. (2014). The stage is set: FICCI-KPMG Indian Media and Entertainment Industry Report 2014.

[7] Ha, L. (2008). Online Advertising Research in Advertising Journals: A Review. Journal of Current Issues and Research in Advertising, 31–48.

[8] Ha, L., & McCann, K. (2008). An Integrated Model of Advertising Clutter in Offline and Online Media. International Journal of Advertising, 27(4), 569–592.

[9] IAB / PwC. (2014). IAB Internet Advertising Revenue Report: 2013 Full Year Report. New York: Interactive Advertising Bureau.

[10] Internet and Mobile Association of India. (2011). About Us. Retrieved May 05, 2014, from http://www.iamai.in/introabout.aspx

[11] IAMAI & e-Tech/IMRB. (2013). Internet in India. Mumbai: IAMAI & e-Tech/IMRB.

[12] IAMAI. (2013). Digital Advertising in India. Internet and Mobile Association of India.

[13] Kim, N. Y., & Sundar, S. S. (2010). Relevance to the Rescue: Can “Smart Ads” Reduce Negative Response to Online Ad Clutter? Journalism and Mass Communication Quarterly, 87(2), 346–362.

[14] Li-Ming, A. K., Wai, T. B., Hussin, M., & Mat, N. K. (2013). The Predictors of Attitude towards Online Advertising. International Journal of Applied Psychology, 3(1), 7–12.

[15] Liu, Y., & Shrum, L. J. (2002). What Is Interactivity and Is It Always Such a Good Thing? Journal of Advertising, 31(4), 53–64.

[16] Liu, Y., & Shrum, L. J. (2009). A Dual-Process Model of Interactivity Effects. Journal of Advertising, 38(2), 53–68.

[17] Nielsen. (2013). 2013 Online Advertising Performance Outlook. New York: CMO Council and Vizu, A Nielsen Company.

[18] Rodgers, S. (2002). The Interactive Advertising Model Tested: The Role of Internet Motives in Ad Processing. Journal of Interactive Advertising, 2(2), 22–33.

[19] Rodgers, S., & Thorson, E. (2000). The Interactive Advertising Model: How Users Perceive and Process Online Ads. Journal of Interactive Advertising, 1(1), 42–61.

[20] Sheehan, K. B., & Hoy, M. G. (1999). Flaming, Complaining, Abstaining: How Online Users Respond to Privacy Concerns. The Journal of Advertising, 28(3), 37–51.

[21] Wolin, L. D., Korgaonkar, P., & Lund, D. (2002). Beliefs, Attitudes and Behaviour towards Web Advertising. International Journal of Advertising, 21(1), 87–113.