PPT Research Proposal - RES803 - DBA .

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   Frequencies Percentage (%) 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, Television 2.52 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.   Frequencies Percentage (%) 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.   Frequencies Percentage (%) 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 Regression 2.533 50 1.268 9.4749 0.000 Residuals 9.306 200 2.326     Total 11.839 250       Table 4.13 ANOVA of the Regression Model Unstandardized Coefficients Standard Coefficients Mead T Significance Value B Std. Error Beta 1 Constant 1.147 0.2235 1.267 5.132 0.000 Internet Advertising 0.752 0.1032 0.1032 7.287 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 QUESTIONAIRE

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33. THANK YOU