Determinants of Audience Attitude towards Online Advertising

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.