pdf format_ ppt MGNU-RES 803_aug 2024.pdf

By Sayan Ghar

1. MANIPAL GLOBALNXT
UNIVERSITY
RESEARCH THESIS
On
“Assessing the Impact of Internet Advertising on
Consumer Behaviour ”
By
SAYAN GHAR

2. AGENDA
•Chapter 1 – Introduction
•Background
•Problem statement
•Research Objective/Research Questions
•Chapter 2- Literature review
•Introduction
•Theoretical framework
•Internet Advertising
•Communication Integrated Marketing
•Effectiveness of Internet Advertising
•Consumer Behaviour
•Summary
•Chapter 3 – Research Methodology
•Research design
•Population of the Study
•Sample Design
•Data Collection
•Validity and Reliability
•Data Analysis
•Chapter 4 – Analysis, Result and Discussion
•Effectiveness of Internet Advertising on Reach
and Creation of Awarness
•Recall-Based Internet Advertising
•Relationship Between Internet Advertising
and Purchase Design
•Inferential Statistic
•Discussion on Findings.
•Chapter 5- Conclusion
•Research Summary
•Conclusion
•Recommendations
•Suggestion for Further Studies
ANNEXURE 1 – RESEARCH QUESTIONAIRE

3. Chapter 1-Introduction
Background & Motivation
The internet has experienced significant growth in both its range of applications and its user base, owing to its
distinctive features such as flexibility, interactivity, and personalization. This growth has made it a vital tool in areas
like communication, entertainment, education, and e-commerce (Ko et al., 2004; Koyuncu & Lien, 2003). The
advancements in information technology have transformed daily life and business operations, enabling retailers to
offer a vast array of products and services globally at any time. The internet has consequently emerged as a crucial
channel for advertising (Silk et al., 2001). With businesses spending billions on internet advertising to increase their
returns on investment, it is currently recognized as one of the most significant direct marketing channels globally
(Faber et al., 2004; Ko et al., 2004; Korgaonkar & Wolin, 2002; Edwards, 2005; Joines et al., 2003).

4. Chapter 1-Introduction
Problem statement
•The efficiency of Internet advertising is still up for debate, though, especially in regards to
consumer awareness and memory of these kinds of advertisements.
•A variety of formats are included in internet advertising, such as email promos, pop-ups,
banner ads, video clips, and interactive media.
•To address these gaps, this study aims to evaluate the effectiveness of internet advertising
on consumer behavior among students at Swami Vivekananda University, Barrackpore,
Kolkata. Using a stratified sample of 100 randomly selected respondents, the research will
provide insights into how internet advertising influences consumer behavior and decision-
making

5. Chapter 1- Research Objectives
•To evaluate the effectiveness of internet advertising in terms of reach and awareness
creation.
• To assess the reliability of internet advertising based on consumer recall.
• To investigate the relationship between internet advertising and consumer purchase
decisions.

6. Chapter 1- Research Questions
•How effective is internet advertising in reaching the target audience?
•To what extent does internet advertising create awareness about products and services
among consumers?
• How reliable is internet advertising in terms of consumer recall?
• What factors influence the recall value of internet advertisements among consumers?
• How does internet advertising influence consumer behavior and their decision-making
process?
•What role do different formats of internet advertising (e.g., banner ads, video ads, pop-
ups) play in influencing consumer purchase decisions?

7. Chapter 2- Literature Review
THEORETICAL FRAMEWORK :
This study is grounded in two primary theoretical frameworks: emotional appeal theory and
classical conditioning theory. Emotional appeal theory examines how advertisements use
emotions to influence consumer behavior. Research indicates that ads can generate various
emotional responses, which can affect how consumers perceive and respond to them. Positive
emotions, for example, can enhance the attractiveness of an ad and encourage purchases,
while negative emotions can create a sense of discomfort, pushing consumers towards
solutions offered by the ad (Aaker, Stayman, & Hagerty, 1986). However, there is often a
mismatch between the emotions advertisers intend to evoke and the actual emotional
responses of consumers (Cotte, Coulter, & Moore, 2004; Englis, 1990).

8. Chapter 2- Literature Review
INTERNET ADVERTISING
The Internet, especially through the World Wide Web, has fundamentally changed how
advertising is approached compared to traditional media (Hoffman & Novak, 1996; Hearn,
Mandeville, & Anthony, 1998). Unlike TV or print ads that reach broad audiences, online
advertising allows for more direct and personalized interaction. This is thanks to tools like
websites, emails, and online forums, which let advertisers engage with individuals on a more
personal level (Hoffman & Novak, 1996).
One of the biggest advantages of online advertising is its precision. Rather than casting a
wide net, advertisers can target specific groups, reducing wasted efforts and focusing
resources where they’re most effective. This shift demands a reevaluation of traditional
marketing strategies and a move towards new, more interactive methods.

9. Chapter 2- Literature Review
COMMUNICATION INTEGRATED MARKETING
The rise of the Internet has also driven the adoption of integrated marketing communication (IMC) strategies.
This approach combines digital and traditional media to create a unified marketing message (Low, 2000).
Unlike the traditional one-to-many communication model, the Internet enables a more personal, one-to-one
interaction (Hoffman & Novak, 1996).
EFFECTIVENESS OF INTERNET ADVERTISING
Research into Internet advertising effectiveness has explored several factors affecting ad recall, including the
ad's characteristics, user engagement, viewing duration, and user attitudes toward the ads and websites
(Danaher & Mullarkey, 2003; Goldsmith & Lafferty, 2002; Menon & Soman, 2002). Danaher and Mullarkey
(2003) found that while factors like website design and ad style did not notably impact recall, the length of time
a user spends on a page was crucial. They determined that viewers needed to stay on a page for at least 40
seconds to effectively remember the ads.

10. Chapter 2- Literature Review
CONSUMER BEHAVIOR
Consumer behavior is the study of how individuals and groups make decisions about purchasing, using,
and disposing of products and services (Warner, 1997). It blends elements from psychology, sociology,
and economics to understand how decisions are made and what factors influence them. This field
examines not only individual traits but also how social influences like family and friends affect buying
choices (Malcolm, 1997).
INTERNET ADVERTISING AND CONSUMER BEHAVIOR
The Internet has transformed advertising by allowing for more targeted and cost-effective
communication (Cae, 2000). However, many companies still use generic ad experiences rather than
personalizing interactions based on customer data. Emotional responses to online ads are crucial;
consumers often react emotionally to ads, which affects their engagement (Wolhandler, 1999).

11. Chapter 3 – RESEARCH METHODOLOGY
RESEARCH DESIGN
Descriptive research was utilized for this study. This approach involves collecting data that describe phenomena,
which are then organized, tabulated, and visually represented using tools like graphs and charts. The aim was to
offer a clearer understanding of online advertising effectiveness and its influence on purchase decisions.
POPULATION OF THE STUDY
The study focused on undergraduate students at Swami Vivekananda University, Barrackpore, Kolkata. The choice
was based on their extensive exposure to online advertising and internet use. Given that these students have access
to the internet through university-provided wireless connections, they are likely to encounter online ads frequently.
SAMPLE DESIGN
A sampling technique was employed to ensure representation across different academic years. A total of 100
undergraduate students from various years at Swami Vivekananda University were selected. This sampling method
facilitated focusing on key subpopulations and enhanced the accuracy of the study by allowing different sampling
techniques for each subgroup.

12. Chapter 3 – RESEARCH METHODOLOGY
DATA COLLECTION
A systematic questionnaire (Primary data) was given to each of the 100 chosen students in order to collect primary
data. There were several places on campus where the questionnaires were distributed: the university square, the
dormitories, the courtyard outside the library, and the classrooms.
VALIDITY AND RELIABILITY
Content validity was addressed by ensuring the questionnaire covered various aspects of internet advertising and
consumer behavior. To enhance reliability, the researcher administered all questionnaires personally, minimizing
potential biases.
DATA ANALYSIS
The study utilized both nominal and ordinal scales to measure factors related to internet advertising's impact on
consumer behavior, and interval scales to explore relationships between variables. Descriptive statistics, including
mean responses and standard deviations, were calculated to analyze the data. The collected data were compiled,
edited for consistency, and coded for analysis. Statistical analysis was performed using SPSS, with regression and
correlation analyses applied to determine relationships between variables.

13. •Table 4.4 The Views of Respondents
Regarding Internet Advertisements
FrequenciesPercentage (%)
Informatives 36 36
Entertaining 24 25
Creates Awareness 30 30
Annoying 3 3
Irritating 5 5
Waste of Time 2 2
= 100 100 %
Chapter 4– ANALYSIS, RESULT AND
DISCUSSION
EFFECTIVENESS OF INTERNET
ADVERTISING ON REACH AND
CREATION AWARNESS

14. Chapter 4– ANALYSIS, RESULT AND
DISCUSSION
EFFECTIVENESS OF INTERNET
ADVERTISING ON REACH AND
CREATION AWARNESS
•Table 4.5 Time spent on various advertising
platforms is motivating for marketers.
Mean SD
Movie, Television2.52 1.341
Magazine,
Newspapers
1.21 1.382
Radio 1.04 0.937
Internet / Web 4.11 0.605

15. Chapter 4– ANALYSIS, RESULT AND DISCUSSION
EFFECTIVENESS OF INTERNET ADVERTISING ON
REACH AND CREATION AWARNESS
•Table 4.5 Time spent on various advertising
platforms is motivating for marketers.
FrequenciesPercentage (%)
Yes 65 65
No 35 35
= 100 100 %

16. Chapter 4– ANALYSIS, RESULT AND DISCUSSION
EFFECTIVENESS OF INTERNET ADVERTISING ON
REACH AND CREATION AWARNESS
Table 4.6: Viewer Engagement with TV Commercials
During Spotlight.
FrequenciesPercentage (%)
Yes 65 65
No 35 35
= 100 100 %

17. Chapter 4– ANALYSIS, RESULT AND DISCUSSION
EFFECTIVENESS OF INTERNET ADVERTISING ON
REACH AND CREATION AWARNESS
Table 4.8 Online Advertisement Frequency
Frequency Percent (%)
Yes 24 24
No 76 76
= 100 100

18. Chapter 4– ANALYSIS, RESULT AND DISCUSSION
RECALL-BASED INTERNET ADVERTISING:
RELIABILITY
Table 4.7: Switching Channels During Ad Breaks.
Frequencies Percentage (%)
Never Watch 24 24
Sometime Watch 16 16
Depends on Advertisement 32 32
Often Watch 15 15
Every time Watch 13 13
= 100 100 %

19. Chapter 4– ANALYSIS, RESULT AND DISCUSSION
RECALL-BASED INTERNET ADVERTISING:
RELIABILITY
Figure 4.1: Internet Use and Its Purpose

20. Chapter 4– ANALYSIS, RESULT AND DISCUSSION
RECALL-BASED INTERNET ADVERTISING:
RELIABILITY
Table 4.9 Advertisement Recall
Recall of Advertisement
Yes/No Frequencies Percentage (%)
Television
Yes 83 83
No 17 17
Online
Advertisement
Yes 40 40
No 60 60
Total 100 100

21. Chapter 4– ANALYSIS, RESULT AND DISCUSSION
RECALL-BASED INTERNET ADVERTISING:
RELIABILITY
Table 4.10 Advertising Modes' Effect on Purchase
Intentions
Frequencies Percentage (%)
Newspapers and Magazine 16 16
Relatives and Friends 41 41
TV Commercials 27 27
Online - Ads 7 7
Social media –Forums, Social Networking Site, Blogs 9 9
Total 100 100

22. Chapter 4– ANALYSIS, RESULT AND DISCUSSION
RELATIONSHIP BETWEEN INTERNET
ADVERTISING AND PURCHASE DECISION
Table 4.10 Advertising Modes' Effect on Purchase
Intentions
Frequencies Percentage (%)
Newspapers and Magazine 16 16
Relatives and Friends 41 41
TV Commercials 27 27
Online - Ads 7 7
Social media –Forums, Social Networking Site, Blogs 9 9
Total 100 100

23. Chapter 4– ANALYSIS, RESULT AND DISCUSSION
RELATIONSHIP BETWEEN INTERNET
ADVERTISING AND PURCHASE DECISION
Table 4.11. Verdicts on Online Promotion and
Purchase Choice
Remarks Mean SD
Online advertising affects consumers' decisions to buy
4.22 0.509
The amount of time spent on a page strongly
influences one's capacity to remember banner
advertisements.
4.12 0.747
Advertising recall is increased by animation content,
banner ad shape, and frequency of use (repetition).
3.91 0.839
Companies ought to strive to improve how customers
engage with online ads.
4.10 0.619
Many companies offer a standard experience to every
client instead of using customer data to provide a
customized one.
4.03 0.740
Customers get emotionally invested in advertising and
promotion when they consider the benefits.
4.06 0.662
Repetitive marketing messages have an impact on
consumer behaviour. The customer receives a
reminder from this recurrence.
3.97 0.857

24. Chapter 4– ANALYSIS, RESULT AND DISCUSSION
INFERENTIAL STATISTICS
The regression model used was specified
as follows:
Y=α+ β
1​X
1​ + ϵ
Where:
•Y represents the level of team
collaboration and communication.
•X
1​ represents the impact of remote
work.
•ϵ denotes the err. term.
•Β
1 represent the coefficients.
•α is constant term.
Model R R
2
Adjusted R
2
Standard Er.
1 0.921 0.848 0.788 0.628
Table 4.12 Summaryof the Model
Model
Sum of
Squares
Df
Mead
Square
F
Significance
Value
1
Regression2.533 50 1.268 9.4749 0.000
Residuals9.306 200 2.326
Total 11.839 250
Table 4.13 ANOVA of the Regression
Model
Unstandardized
Coefficients
Standard
Coefficients
Mead
T
Significance
Value
B Std. ErrorBeta
1
Constant 1.147 0.2235 1.2675.132 0.000
Internet
Advertising
0.752 0.1032 0.10327.287 0.000
Total 11.841 250
Table 4.14 Coefficient of Determination

25. Chapter 4– ANALYSIS, RESULT AND DISCUSSION
INFERENTIAL STATISTICS Consuumer Behaviour Internet Advertising
Consumer behavior (two
-tailed)
1.000
Internet advertising
(two- tailed)
0.8939
0.0179
1.000
Table 4.15 indicates that there is a 0.8939 strong positive association between customer behavior and online
advertising. This suggests that there is a significant association between the two factors and that consumer
behavior will probably be positively impacted by an increase in online advertising.
Additionally, the association between consumer behavior and internet advertising is statistically significant at
the 95% confidence level, as indicated by the p-value of 0.0179, which is less than the 0.05 significance limit.
Consequently, one of the main factors influencing customer behavior is online advertising.

26. Chapter 5– CONCLUSION AND RECOMMENDATION
RESEARCH SUMMARY
The main areas of attention for the effectiveness of online advertising research were the reach, awareness, and impact on
customer behavior. These are the main conclusions:
•Reach and Awareness: Internet advertising demonstrates a broader reach compared to traditional media channels.
Participants reported spending over four hours daily on the internet, which is substantially higher than their time
spent on television, movies, and print media.
•Ad Recall: Despite its wide reach, the recall of internet advertisements was relatively lower compared to television
ads. This observation is consistent with the findings of Danaher and Mullarkey (2003), who noted that television ads
generally offer higher recall reliability.
• Impact on Purchase Decisions: Internet advertising plays a significant role in shaping purchase decisions. While
its influence on consumer behavior is moderate, it serves as a crucial interaction point between consumers and
companies.

27. Chapter 5– CONCLUSION AND RECOMMENDATION
CONCLUSION
The aim of this research was to assess the impact of internet advertising on consumer behavior among students at
Swami Vivekananda University. The analysis revealed:
•Effectiveness in Reach and Awareness
•Reliability and Influence
•Significance of Internet Advertising

28. Chapter 5– CONCLUSION AND RECOMMENDATION
RECOMMENDATIONS
Based on the findings, the following recommendations are made:
•Personalized Advertising Experience: Companies should provide a unique and personalized experience in their
internet advertising campaigns. This approach, as suggested by Calisir (2003), can help in improving ad recall and
engagement by aligning ads with individual consumer preferences.
•Increased Investment in Internet Advertising: Considering the effectiveness of internet advertising in reach and
awareness, companies should invest more in this medium. Enhanced online campaigns can expand market reach and
provide valuable product information to potential consumers.
•Market-Specific Strategies: Companies should conduct thorough market research to tailor internet advertising
initiatives to different markets. As highlighted by Wolin (2002), understanding contextual differences between
markets can improve the effectiveness of advertising campaigns and boost product purchases.

29. APPENDIX 1 : RESEARCH QUESTIONAIRESECTION A – BACKROUND INFORMATION
1. Name of the Student : ________________________
2. Year of study?
☐Year I ☐Year II ☐Year III ☐Year IV ☐Other, Specify _____
3. Age Group (yrs): ☐ up to 18 ☐19 to 25 ☐26 to 40 ☐41 to 55 ☐55+
4. Gender: ☐ Male ☐ Female
5. Programme enrolled in?
☐ Module I ☐Module II
6. Where is your place of residence?
☐University Hostels ☐Other, specify _____

SECTION B – ATTITUDES, REACH AND AWARENESS
7. Do you like Advertisements?
☐Yes ☐No
☐Informative ☐Irritating
☐Entertaining ☐Annoying
☐Creates awareness ☐Waste of time
8. How much time do you spend on?
TV, Movies ☐< 1hr ☐1 - 2hrs ☐2 - 4hrs ☐4 - 6hrs ☐> 6hrs
Newspaper, Mags ☐< 1hr ☐1 - 2hrs ☐2 - 4hrs ☐4 - 6hrs ☐> 6hrs
Radio ☐< 1hr ☐1 - 2hrs ☐2 - 4hrs ☐4 - 6hrs ☐> 6hrs
Internet ☐< 1hr ☐1 - 2hrs ☐2 - 4hrs ☐4 - 6hrs ☐> 6hrs
9. Do you watch the TV/ or listen to Radio commercials during commercial
break?

30. APPENDIX 1 : RESEARCH QUESTIONAIRE☐Yes ☐No
☐Informative ☐Irritating
☐Entertaining ☐Annoying
☐Creates awareness ☐Waste of time
10. I change the channel during commercial breaks…
☐Never ☐sometimes ☐depends on ad ☐often ☐every time
SECTION C: AD RECALL
11. Which is the last Newspaper/Magazine ad you remember? Which brand was
it?
__________________________________________________________________
12. Which is the last TV commercial you remember? Which brand was it?
__________________________________________________________________
13. Name any three TV commercials you remember lately
1. _______________________________ 2._______________________________
3. _______________________________
14. Do you see/check online ads/mails when you surf the internet?
☐ Never ☐ sometimes ☐depends on ad ☐ often ☐every time
15. Which is the last online ad you remember? Which brand was it?
__________________________________________________________
16. Name any three online ads you remember lately
1._______________________________
2._______________________________ 3.____________________________

SECTION D: INFLUENCERS, PREFERENCE AND PURCHASE DECISION
17. You use the internet for? (Rank them in order of your preference)
☐Chatting and Social Networking
☐Email
☐Information
☐Entertainment
☐_____
☐_____
☐_____
☐_____

31. APPENDIX 1 : RESEARCH QUESTIONAIRE☐Chatting and Social Networking
☐Email
☐Information
☐Entertainment
☐E -Commerce
☐Downloading
☐_____
☐_____
☐_____
☐_____
☐_____
☐_____
18. What mode of advertising influences you to buy any product?
☐Magazines and newspaper ☐Friends and relatives ☐TV Commercial
☐Online advertisements ☐Social Media – Blogs, forums, Social Networking sites
19. Which mode of advertising would you prefer? (Rank in order of preference)
☐TV Commercials ☐_____
☐Print Ads: Newspaper, Magazines ☐_____
☐Baners, Posters ☐_____
☐Online Ads: Banners, Emails, ☐_____
20. Have you made any purchases after seeing internet ads?
☐ Yes ☐ No
21. What is the relationship between internet advertising and purchase decision,

Please tick where appropriate: 5-To a very great extent, 4-To a great extent, 3-To a
moderate extent, 2-To a little extent, and 1-To no extent
1 2 3 4 5
Statements on Internet Advertising
and Purchase Decision
To no extent To a little
extent
To a moderate
extent
To a great
extent
To a very
great extent
Online advertising affects
consumers' decisions to buy


The amount of time spent on a page
strongly influences one's capacity to
remember banner advertisements

Advertising recall is increased by
animation content, banner ad shape,
and frequency of use (repetition)

32. APPENDIX 1 : RESEARCH QUESTIONAIRE
Please tick where appropriate: 5-To a very great extent, 4-To a great extent, 3-To a
moderate extent, 2-To a little extent, and 1-To no extent
1 2 3 4 5
Statements on Internet Advertising
and Purchase Decision
To no extent To a little
extent
To a moderate
extent
To a great
extent
To a very
great extent
Online advertising affects
consumers' decisions to buy


The amount of time spent on a page
strongly influences one's capacity to
remember banner advertisements

Advertising recall is increased by
animation content, banner ad shape,
and frequency of use (repetition)

Companies ought to strive to
improve how customers engage
with online ads.

Many companies offer a standard
experience to every client instead of
using customer data to provide a
customized one


Customers get emotionally invested
in advertising and promotion when
they consider the benefits


Repetitive marketing messages
have an impact on consumer
behavior. The customer receives a
reminder from this recurrence

33. THANK YOU