ROLE OF GENDER INFLUENCE AND CONSUMER ATTITUDE IN DIGITAL ADVERTISING

Autor: Sanjay Kumar Barik
Rok vydání: 2021
Předmět:
DOI: 10.5281/zenodo.5590230
Popis: Gender is considered one of the top segmentation factors that the targeting of the advertising towards shopping message is based on. Consumer attitudes are a composite of a consumer’s (1) beliefs about, (2) feelings about, (3) and behavioural intentions toward some object--within the context of marketing, usually a brand or retail store. These components are viewed together since they are highly interdependent and together represent forces that influence how the consumer will react to the object. This research aims at investigating the attitude of customers towards digital advertising towards shopping in Coimbatore city. The study will be based on primary data with survey method and the data will be collected from 100 respondents who are surfing internet actively.
{"references":["1.\tAlwitt, L. F., & Prabhakar, P. R (1992). Functional and Belief Dimensions of Attitudes to Television Advertising. Journal of Advertising towards shopping Research, 32(5), 30-42. 2.\tAlwitt, L. F. & Prabhaker, P. R (1994). Identifying who dislikes television advertising towards shopping: Not by demographics alone. Journal of Advertising towards shopping Research, 34 (6), 17–29. 3.\tAndrews, J. C. (1989). The Dimensionality of Beliefs towards Advertising towards shopping in General. Journal of Advertising, 18(1), 26 –35. 4.\tAndrews, W. (1997). On Wall Street's IPO Short List: Point Cast and Marimba. Web Week, 3(8), 34 –36. 5.\tBank, D.(1996). How the Net Is Becoming More Like Television to Draw Advertisers. Wall Street Journal, A1. 6.\tBauer R. A., & Greyser, S. A. (1968). Advertising towards shopping in America: The Consumer View. Boston: Harvard Uni- versity, Graduate School of Business Administration, Division of Research. 7.\tBerthon, P., Pitt, L. F., & Watson, R. T. (1996). The World Wide Web as Advertising towards shopping Medium: Toward an Understanding of Conversion Efficiency. Journal of Advertising towards shopping Research, 43–54. 8.\tBriggs, R. & Hollis, N. (1997). Advertising towards shopping on the Web: Is There Response before Click-Through? Journal of Advertising towards shopping Research, 37, 33– 45. 9.\tConsumer Reports (1997). Guarding Young Web-Surf- ers: Don't Count on Special Software to Protect Kid's Privacy, 17."]}
Databáze: OpenAIRE
Externí odkaz: