Pre eminence and credibility of online advertisement: a behavioural analysis of young internet users

K. Pongiannan, Jayakumar Chinnasamy, Sarfraz Ahmed Dakhan, Reena Sharma

Research output: Contribution to conferencePaper

Abstract

Background
Digital and technological advancements has enabled online advertisements penetrating into most of the internet users’ everyday life and this has directed internet users, particularly, young people to spend more time on it. Internet enables users being attracted towards and engage in accessing online advertisements. Amongst several media available for business advertisements, for example from print to electronic media, advertising through internet or through World Wide Web has emerged as a popular medium and online advertising has become a key element of digital marketing strategies around the world.

Method
Behavioural approaches were adopted as a methodology for the study and the required data were collected using questionnaires. Responses from young users who are viewing online advertisements are captured and critically analyzed using descriptive statistics and non-parametric test.

Results
The results suggest that internet has become one of the emerging media for online advertisements, because of its wide accessibility and coverage as compared to other traditional forms of advertisements. In fact, use of digital technology could result in young internet users, not only browsing internet for information and entertainment, but are also being forced to view and/or watch online advertisements. Amongst different age group of internet users, who browse internet for various purposes, young people, particularly teenage group are widely using the internet, not only for email communication, social messaging but also for buying products and services through online.

Implications
The results of the study has potential implications on online advertisements that could be helpful in framing digital marketing strategies for organisational success.

Thus, this paper emphasises the preeminence and credibility of online advertisements through a critical behavioural analysis of young internet users and their perspectives.
Original languageEnglish
Publication statusPublished - 5 Jan 2019
EventTenth International Conference on "Digital Strategies for Organizational Success" - Prestige Institute of Management, Gwalior, India
Duration: 5 Jan 20197 Jan 2019
Conference number: 10
http://prestigegwl.org/10%20International%20Conference%202019.htm

Conference

ConferenceTenth International Conference on "Digital Strategies for Organizational Success"
CountryIndia
CityGwalior
Period5/01/197/01/19
Internet address

Fingerprint

Internet
Marketing
Electronic mail
World Wide Web
Statistics
Communication
Industry

Keywords

  • behavioural analysis
  • digital marketing
  • online advertisements
  • young users

Cite this

Pongiannan, K., Chinnasamy, J., Dakhan, S. A., & Sharma, R. (2019). Pre eminence and credibility of online advertisement: a behavioural analysis of young internet users. Paper presented at Tenth International Conference on "Digital Strategies for Organizational Success", Gwalior, India.
Pongiannan, K. ; Chinnasamy, Jayakumar ; Dakhan, Sarfraz Ahmed ; Sharma, Reena. / Pre eminence and credibility of online advertisement : a behavioural analysis of young internet users. Paper presented at Tenth International Conference on "Digital Strategies for Organizational Success", Gwalior, India.
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Pongiannan, K, Chinnasamy, J, Dakhan, SA & Sharma, R 2019, 'Pre eminence and credibility of online advertisement: a behavioural analysis of young internet users' Paper presented at Tenth International Conference on "Digital Strategies for Organizational Success", Gwalior, India, 5/01/19 - 7/01/19, .

Pre eminence and credibility of online advertisement : a behavioural analysis of young internet users. / Pongiannan, K.; Chinnasamy, Jayakumar; Dakhan, Sarfraz Ahmed; Sharma, Reena.

2019. Paper presented at Tenth International Conference on "Digital Strategies for Organizational Success", Gwalior, India.

Research output: Contribution to conferencePaper

TY - CONF

T1 - Pre eminence and credibility of online advertisement

T2 - a behavioural analysis of young internet users

AU - Pongiannan, K.

AU - Chinnasamy, Jayakumar

AU - Dakhan, Sarfraz Ahmed

AU - Sharma, Reena

PY - 2019/1/5

Y1 - 2019/1/5

N2 - BackgroundDigital and technological advancements has enabled online advertisements penetrating into most of the internet users’ everyday life and this has directed internet users, particularly, young people to spend more time on it. Internet enables users being attracted towards and engage in accessing online advertisements. Amongst several media available for business advertisements, for example from print to electronic media, advertising through internet or through World Wide Web has emerged as a popular medium and online advertising has become a key element of digital marketing strategies around the world. MethodBehavioural approaches were adopted as a methodology for the study and the required data were collected using questionnaires. Responses from young users who are viewing online advertisements are captured and critically analyzed using descriptive statistics and non-parametric test.ResultsThe results suggest that internet has become one of the emerging media for online advertisements, because of its wide accessibility and coverage as compared to other traditional forms of advertisements. In fact, use of digital technology could result in young internet users, not only browsing internet for information and entertainment, but are also being forced to view and/or watch online advertisements. Amongst different age group of internet users, who browse internet for various purposes, young people, particularly teenage group are widely using the internet, not only for email communication, social messaging but also for buying products and services through online.ImplicationsThe results of the study has potential implications on online advertisements that could be helpful in framing digital marketing strategies for organisational success. Thus, this paper emphasises the preeminence and credibility of online advertisements through a critical behavioural analysis of young internet users and their perspectives.

AB - BackgroundDigital and technological advancements has enabled online advertisements penetrating into most of the internet users’ everyday life and this has directed internet users, particularly, young people to spend more time on it. Internet enables users being attracted towards and engage in accessing online advertisements. Amongst several media available for business advertisements, for example from print to electronic media, advertising through internet or through World Wide Web has emerged as a popular medium and online advertising has become a key element of digital marketing strategies around the world. MethodBehavioural approaches were adopted as a methodology for the study and the required data were collected using questionnaires. Responses from young users who are viewing online advertisements are captured and critically analyzed using descriptive statistics and non-parametric test.ResultsThe results suggest that internet has become one of the emerging media for online advertisements, because of its wide accessibility and coverage as compared to other traditional forms of advertisements. In fact, use of digital technology could result in young internet users, not only browsing internet for information and entertainment, but are also being forced to view and/or watch online advertisements. Amongst different age group of internet users, who browse internet for various purposes, young people, particularly teenage group are widely using the internet, not only for email communication, social messaging but also for buying products and services through online.ImplicationsThe results of the study has potential implications on online advertisements that could be helpful in framing digital marketing strategies for organisational success. Thus, this paper emphasises the preeminence and credibility of online advertisements through a critical behavioural analysis of young internet users and their perspectives.

KW - behavioural analysis

KW - digital marketing

KW - online advertisements

KW - young users

M3 - Paper

ER -

Pongiannan K, Chinnasamy J, Dakhan SA, Sharma R. Pre eminence and credibility of online advertisement: a behavioural analysis of young internet users. 2019. Paper presented at Tenth International Conference on "Digital Strategies for Organizational Success", Gwalior, India.