The Effectiveness Of Online Advertising On Consumer Behavior

Low, Yong Jie (2017) The Effectiveness Of Online Advertising On Consumer Behavior. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

With the rapid growth in the IT industry, many companies have made the Internet as part of their advertising platform to take the advantage of online technologies. The Internet has become an important platform for marketers because they can control over the advertising materials and it possess greater reliability and flexibility. Furthermore, internet has also becoming an important one stop point for consumers in finding their needs. The aim of this research is to measures how significant is the online advertising effectiveness in terms of attitude towards ads, ability to recall ads and frequency of clicking ads in explaining purchase decision. The study will be conducted in Melaka. A series of questionnaire was conducted to collect respondents’ answers, the data collected from 200 respondents were analysed qualitatively. The results of the analysis showed that among the attitude towards ads, ability to recall ads and frequency of clicking ads had significant impact on the purchase decision. The recommendations are discussed to have further improvement in the future. As increasing in number of internet users nowadays, it is crucial for advertisers to have understanding on how to advertise effectively to attract customers.

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