Preeminence and credibility of online advertisements: a behavioural analysis of young internet users

K. Pongiannan; Jayakumar Chinnasamy; Sarfraz Ahmed Dakhan

doi:10.2139/ssrn.3323459

Preeminence and credibility of online advertisements: a behavioural analysis of young internet users

K. Pongiannan, Jayakumar Chinnasamy, Sarfraz Ahmed Dakhan

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

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Abstract

Digital and technological advancements have enabled online advertisements penetrating into most of internet users’ day-to-day life and this has led internet users, particularly, young people to spend more time on it. The internet enables the users being attracted towards and engages 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 is a key element of digital marketing around the world.

Original language	English
Title of host publication	Proceedings of 10th International Conference on Digital Strategies for Organizational Success
Editors	S.S. Bhakar, R.P.S. Kaurav, Vani Agrawal, Monika Gupta
Publisher	Prestige Institute of Management
Pages	1107-1112
Number of pages	6
ISBN (Electronic)	9789353114640
DOIs	https://doi.org/10.2139/ssrn.3323459
Publication status	Published - 29 May 2019
Event	10th International Conference on Digital Strategies for Organizational Success - Duration: 5 Jan 2019 → 7 Jan 2019 http://prestigegwl.org/confrence.php

Publication series

Name	SSRN
Publisher	Elsevier Inc.
ISSN (Electronic)	1556-5068

Conference

Conference	10th International Conference on Digital Strategies for Organizational Success
Period	5/01/19 → 7/01/19
Internet address	http://prestigegwl.org/confrence.php

Keywords

Behavioural analysis
Digital marketing
Online advertisements
Young users

Access to Document

10.2139/ssrn.3323459

2019 05 29 Pongiannan et al PreeminenceAccepted author manuscript, 122 KB

Cite this

Pongiannan, K., Chinnasamy, J., & Dakhan, S. A. (2019). Preeminence and credibility of online advertisements: a behavioural analysis of young internet users. In S. S. Bhakar, R. P. S. Kaurav, V. Agrawal, & M. Gupta (Eds.), Proceedings of 10th International Conference on Digital Strategies for Organizational Success (pp. 1107-1112). (SSRN ). Prestige Institute of Management. https://doi.org/10.2139/ssrn.3323459

Pongiannan, K. ; Chinnasamy, Jayakumar ; Dakhan, Sarfraz Ahmed. / Preeminence and credibility of online advertisements : a behavioural analysis of young internet users. Proceedings of 10th International Conference on Digital Strategies for Organizational Success. editor / S.S. Bhakar ; R.P.S. Kaurav ; Vani Agrawal ; Monika Gupta. Prestige Institute of Management, 2019. pp. 1107-1112 (SSRN ).

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abstract = "Digital and technological advancements have enabled online advertisements penetrating into most of internet users{\textquoteright} day-to-day life and this has led internet users, particularly, young people to spend more time on it. The internet enables the users being attracted towards and engages 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 is a key element of digital marketing around the world.",

keywords = "Behavioural analysis, Digital marketing, Online advertisements, Young users",

author = "K. Pongiannan and Jayakumar Chinnasamy and Dakhan, {Sarfraz Ahmed}",

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note = "10th International Conference on Digital Strategies for Organizational Success ; Conference date: 05-01-2019 Through 07-01-2019",

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Pongiannan, K, Chinnasamy, J & Dakhan, SA 2019, Preeminence and credibility of online advertisements: a behavioural analysis of young internet users. in SS Bhakar, RPS Kaurav, V Agrawal & M Gupta (eds), Proceedings of 10th International Conference on Digital Strategies for Organizational Success. SSRN , Prestige Institute of Management, pp. 1107-1112, 10th International Conference on Digital Strategies for Organizational Success, 5/01/19. https://doi.org/10.2139/ssrn.3323459

Preeminence and credibility of online advertisements: a behavioural analysis of young internet users. / Pongiannan, K.; Chinnasamy, Jayakumar; Dakhan, Sarfraz Ahmed.
Proceedings of 10th International Conference on Digital Strategies for Organizational Success. ed. / S.S. Bhakar; R.P.S. Kaurav; Vani Agrawal; Monika Gupta. Prestige Institute of Management, 2019. p. 1107-1112 (SSRN ).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

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AB - Digital and technological advancements have enabled online advertisements penetrating into most of internet users’ day-to-day life and this has led internet users, particularly, young people to spend more time on it. The internet enables the users being attracted towards and engages 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 is a key element of digital marketing around the world.

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KW - Online advertisements

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DO - 10.2139/ssrn.3323459

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BT - Proceedings of 10th International Conference on Digital Strategies for Organizational Success

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Pongiannan K, Chinnasamy J, Dakhan SA. Preeminence and credibility of online advertisements: a behavioural analysis of young internet users. In Bhakar SS, Kaurav RPS, Agrawal V, Gupta M, editors, Proceedings of 10th International Conference on Digital Strategies for Organizational Success. Prestige Institute of Management. 2019. p. 1107-1112. (SSRN ). Epub 2019 Jan 28. doi: 10.2139/ssrn.3323459

Preeminence and credibility of online advertisements: a behavioural analysis of young internet users

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Publication series

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