T I
Tutors India
The UK DissertationT I
Tutors India
T I
ple
Dissertation Sam
Page 1 of 74
Tutors India
T I
ABSTRACT
There has been extraordinary growth in use of Internet all over the world. Twenty to
fifty percent of the developed country population was found to make use of the internet.
Enormous potential exists for the use of the Internet for the purchase of goods and
services. A number of novel formats of advertising have developed over the years and
the promotion of improved methods would help online advertisers develop better ways
of advertising their products to the consumers. However, despite this growing number
of online advertising formats the question that arises is: How effective are they? The
main aim of this study was to examine how one advertiser-controlled factor
(advertising format) and two sets of consumer-related factors (demographic variables
and motives for using the Internet) influenced consumers perception of Internet
advertising, which in turn influenced belief, attitudes and avoidance
intentions/behaviours with regard to Internet advertising. A quantitative method of
analysis was adopted. The results of the study indicated that the user demographic
profile mainly the education and age has an effect on both the net usage of internet
and internet marketing as well as the buying power online. The attitude and belief
Tutors India
factors considered were found to be momentous in influencing the insight of users with
T I
regard to marketing through the internet while avoidance factor was found to have no
influence. When the push and pull strategies of marketing were found to have equal
influence on user perception of marketing.
YOUR TRUSTED MENTOR SINCE 2001
Tutors India
T I
YOU R T R U ST E D M E NTOR SI N C E 2 0 0 1
ple
Dissertation Sam
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 2 of 74
Tutors India
T I
Table of Contents
CHAPTER ONE INTRODUCTION ............................................................................................. 5
1.1. STATEMENT OF THE PROBLEM ........................................................................................ 5
1.2. BACKGROUND OF THE STUDY: ......................................................................................... 6
1.3. AIMS AND OBJECTIVES OF THE STUDY ......................................................................... 8
1.4. RESEARCH QUESTION PROPOSITION AND HYPOTHESES FORMULATION: ....... 9
1.5. RESEARCH DESIGN ............................................................................................................ 10
1.6. ORGANIZATION OF RESEARCH REPORT: .................................................................... 11
1.7. CONCLUSION: ....................................................................................................................... 12
CHAPTER THREE: ........................................................................................................................ 34
R ESEARCH METHODOLOGY ............................................................................................................. 34
3.1 I NTRODUCTION ........................................................................................................................... 34
3.2 R ESEARCH P HILOSOPHY ........................................................................................................... 36
3.3 R ESEARCH A PPROACH .............................................................................................................. 37
3.4 R ESEARCH S TRATEGY ......................................................................................................... 39
3.5. DATA COLLECTION METHOD: .......................................................................................... 40
3.6. SURVEY INSTRUMENT USED: .......................................................................................... 40
3.7. RESEARCH LOCATION AND SAMPLE SIZE: ................................................................. 41
CHAPTER FOUR: .......................................................................................................................... 44
Findings and discussion: ............................................................................................................... 44
4.1. Introduction: ............................................................................................................................. 44
4.2. Socio-demographic parameters: .......................................................................................... 44
4.2.1. Preliminary analysis of questionnaires: ........................................................................... 44
4.2.2. Socio-demographic parameters: ....................................................................................... 45
4.2.3. User demographics and user perception of internet marketing: .................................. 47
4.3. Analysis of validity: ................................................................................................................. 51
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 3 of 74
a Tutors India
T I
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 4 of 74
Tutors India
T I
The internet has been referred to as the fifth medium of communication, given this
illustrious status alongside newspaper, journals and magazines, television and the
radio (Cutler, 1990, p. 25). It has been considered as a very effective and easy medium
of communication which helps in rapid transfer of information between individuals,
businesses and a very effective medium of contacting consumers for marketers
(Townsend, 2001). Internet has also been looked upon as the most popular medium
of interaction where there is the development of a one on one environment (Anderson,
2000).
Over the years a number of websites like Youtube.com and social networking
sites like Facebook and MySpace have some of the maximum hits over the internet.
They have created specific trends which have resulted in the use of social spaces for
advertising (Kozinets, 1999). Solomon (1983) has indicated that when there is the
presence of specific workplaces it can be seen that there is a social meaning attributed
to a product and the user perception of the manner in which a product is presented
contributes to the sales of the product.
Therefore this increasing tendency to adopt online social spaces indicates that
there is a lot more activity happening online and marketers make use of this trend to
influence consumer behaviour using advertisements. There have been studies which
have studied the attitudinal factors influencing user behaviour online. Sin and Tse
(2002) studied the behaviour of internet users from Hong Kong. Similarly Schlosser,
Shavitt and Kanfer (1999) studied user attitude of participants from the United States.
However these studies do not deal with the belief factor of the users and the perception
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 5 of 74
a Tutors India
T I
of internet advertising from a push or pull marketing point of view. This dissertation
thus hopes to fill in the gaps of user perception of internet advertising.
There has been extraordinary growth in the use of Internet all over the world. Twenty
to fifty percent of the developed country population was found to make use of the
internet (Neilson 2001). In the United States alone it is viewed that by the year 2000
there was a total of 136 million people who had access to the internet (Nielson, 2000)
and the yearly growth rate remains high.
The purchase of goods and services is found to be provided with a wonderful
base in the form of the Internet. It is viewed that shopping market opened up widely in
the form of the internet. But there have been questionnaires and surveys provided to
people which have indicated that people are reluctant to buy online due to a number
of reasons including lack of trust (Gay et al., 2007). Every single retailer right from a
store for electronics to a large and well established supply chain have attempted to
make their presence made in the virtual world. However even the most well oiled and
established machinery have been found to run into problems in this virtual world. The
most important question to be posed involves measures to enable proper investment
online to increase the profit of the company (Epstein 2004).
There are different reasons as to why retailer would profit if they move to
internet marketing. It has been noted that the establishment of online markets is a step
towards betterment for companies promoting reduction on cost of determining
information as well as transactions. Internet marketing has helped in improving
efficiency of operations. This has enabled a decrease in the overall time undertaken
for enabling payment as well as credit processing to occur. These small sized firms
can thus reduce overhead costs and other expenses if they consider moving the
internet sector (Rosen 2000). However, Rosen has also noted that the success of any
marketer online is dependent on how well their product is received by the consumers.
He indicates that advertising of the product in a particular way as promoted above
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 6 of 74
a Tutors India
T I
would make cause a positive effect on the users and would be considered as the best
method of promoting a product.
Despite this enormous growth in advertising online it is to be viewed that there
is a large amount of clutter. The study by Katz (2002) indicates that there is excessive
clutter of advertisements online and had predicted that by the year 2007 there would
be at least eight hundred impressions of advertisements pushed on the users every
single day.
The winner of Nobel Prize in 1978 Herbert Simon had noted that,
Therefore, there is a need to attract the attention of the consumer to bring about the
success of any business. Users online give very little attention to the advertisements
they view. Therefore, there is a need for the retailer to make their way through the
excessive advertisements available online and present their product to the users. In
order to promote their product ahead of the clutter, there is a need to devise novel
measures of advertising.
A number of novel formats of advertising have developed over the years, and
the promotion of improved methods would help online advertisers develop better ways
of advertising their products to the consumers. However, despite this growing number
of online advertising formats, the question that arises is: How effective are they?
Understanding the needs and perceptions of the users towards internet marketing will
promote the development of new strategies and thereby increase the efficiency of
online marketing methods.
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 7 of 74
a Tutors India
T I
The main aim of this study is to be conducted from the consumers perspective and
examine how one advertiser-controlled factor (advertising format) and two sets of
consumer-related factors (demographic variables and motives for using the Internet)
influenced consumers beliefs about (perceptions of) Internet advertising, which in turn
influenced attitudes and avoidance intentions/behaviours with regard to Internet
advertising.
Therefore, the objective of the study is to enable the identification of the attitude as
well as factors of belief of the users of the internet as an effective means of marketing.
This objective of the study can be met by determining the perception of the user
towards internet advertising. The study, therefore, may enable prediction of the user
attitude towards internet marketing by using belief and avoidance factors focusing on
the ever-present marketing strategy of push and pull factors.
Globalization may be a vogue made possible by the growth of the internet and its
ability to penetrate a number of countries including emerging economies. The internet,
therefore, plays a very important role in drawing the world closer. However, it can also
be said that the internet also provides room for establishing individuality. This study
being conducted in UK & India which is one of the worlds largest emerging economy
may serve as a platform for similar studies conducted in the Indian subcontinent and
Asia in general.
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 8 of 74
Tutors India
T I
Research Questions:
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 9 of 74
a Tutors India
T I
From the above research questions, the following hypotheses are postulated towards
determination of consumer-oriented factors:
H2: The perception towards advertising of the user is influenced by the presence of
attitude factors.
H3: The perception towards advertising of the user is influenced by the presence of
belief factors.
H4: The perception towards advertising of the user is influenced by the presence of
avoidance factors.
The examination of these research questions and hypotheses helps both internet
marketers focus on internet advertising from a consumer-centric manner. These
research questions also help in the focusing internet advertising in an accurate fashion
to encompass all the needs of the consumers.
A plan or step by step approach in order to arrive at the answers posed towards the
question is precisely what is dealt with when a research design is considered. It is
important to note that this design enables arriving at the solution to a problem but at
the same time ensures that the validity and objectivity of the research are maintained.
The research design should also go through a measure of conditions to satisfy a
proper research report. This would enable the establishment of a relevance of the
study of research for the purpose of study (Miles and Huberman, 1994).
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 10 of 74
a Tutors India
T I
This shows that two important issues are covered in this design of research. The first
issue is to identify and develop specific protocols in order to ensure there is no
interruption in the manner in which study is conducted. The second issue is that there
is a very logistic arrangement of data in order to ensure that there are proper validation
and objectification of research.
Therefore, the conceptualization of this kind of plan of operation would enable the
development of a design of the survey and a schedule to be prepared to hand out the
questionnaire. The types of research question validation would provide more
acceptable answers towards the answering of the research question. The field study
was conducted in Derby, Burton on Trent (UK) and New Delhi, India and the majority
of research population chosen was university students in different colleges. The
reason behind choosing the students to form colleges are much more familiar with
modern technology and would be more approachable for answers to our questions.
The research was carried out requesting students of university of Derby, Burton
College (UK) & Kamla Nagar college New Delhi (India) to fill a questionnaire. Similar
questionnaires were also distributed to the general public at the entry and exit points
of Westfield shopping centre derby providing them with prepaid envelopes so that they
could fill out and return at their own convenience.
In Chapter one, the concise background of the analytical problem and the need for
new strategies of internet advertising is discussed. There is also a basic discussion
of the background behind the growth of internet marketing practices in play, and the
statement of the problem is given. In addition, the chapter also sets the aims and
objectives, outlines research questions which are discussed through the course of the
dissertation presentation.
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 11 of 74
a Tutors India
T I
Chapter two reviews the literature by presenting data in three sections. The first
section deals with the theories of user perception inclusive of attitude, belief, and
avoidance factors. The second section deals with internet advertising and its impact
on user perception. The final section deals with different types of internet media
advertising considered as a push or pulls medium towards consumers.
In chapter three the research methodology is discussed. It gives the justification of the
research methods adopted and sample population and size discussion. There is also
a discussion of ethics involved.
Chapter four gives the results of the study and also helps provide answers to the
questions posed in chapter one.
Chapter five of the report is the final chapter, and it gives the executive summary of
the study, implications and further recommendation for future study.
Chapter six of the report contains the bibliography section that is used in the study.
1.7. CONCLUSION:
As explained in this chapter, the study shall now focus on the user perception factors
on internet marketing. The next chapter presents the literature reviewed for this study.
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 12 of 74
a
Tutors India
Tutors India
T I
T I
Tutors India
T I
ple
D issertation Sam
2.1. Introduction:
The selection of available documents (both published and unpublished) on the topic,
which contain information, ideas, data and evidence written from a particular
standpoint to fulfil certain aims or express certain views on the nature of the topic
and how it is to be investigated, and the effective evaluation of these documents in
the relation to the research being proposed
In this chapter, the researcher will discuss the findings derived from extensive
secondary research that has been undertaken. The findings are primarily gathered
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 13 of 74
Tutors India
T I
from journals, textbooks, websites and academic literature. The literature review has
been classified under three different sections.
The literature review provides a solid basis for further discussion of the research
problem and the set objectives.
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 14 of 74
Tutors India
T I
unconsciously learns, recognizes, ponders and commits to memory the issues in his
environment (Atkinson et al. 2000).
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 15 of 74
Tutors India
T I
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 16 of 74
a Tutors India
T I
2.2. Section II: Internet advertising and its impact on consumer attitude:
The above quote clearly demonstrates the fact that there are a number of challenges
which have presented it as a result of using the internet as a medium for marketing.
In order to understand the paradigms of internet marketing there have been
modifications of the existing theories of marketing (Hoffman and Novak, 1996). This
has been done in order to build an understanding of the implications of using the
internet as a medium for reaching different consumers (Hoffman, Novak, and
Chatterjee, 1995).
A number of different surveys have been carried on over the years in order
understand measures of using the internet as a commercial possibility the earliest of
them including GVU 1999, Gupta 1995. These surveys have studied the implications
of using the internet as a medium for advertising and the perception of a consumer
towards understanding the conceptualization of internet marketing and advertising
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 17 of 74
Tutors India
T I
The aim and objective of this research are to carry out an assessment of perception
of the user towards the different factors of internet marketing acting either as a push
or pull medium. Therefore, these factors of internet marketing can be discussed
under the different methods of internet advertising. Therefore, in this dissertation
internet advertising is considered as a broad term which covers any marketable
subject on the internet, designed by different industries in order to provide
information about a given product or service to the prospective consumers.
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 18 of 74
a Tutors India
T I
Attitude is considered to be something which has been learnt by any individual, and
it cannot be considered to be something present instinctively. It cannot be
considered as a previously present behaviour, but can be proposed as a developed
behaviour. Thus attitude is caused due to the development of attachment to a
particular object and can establish a particular link between an individual and an
entity (Blythe 1997). There has a long history about definition and study of attitude. A
number of theories of persuasion have been focussed on the attitude as a measuring
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 19 of 74
a Tutors India
T I
factor. A direct influence on the behaviour of the individual is ruled by the attitude
according to the different scientists. It is also seen that the attitude of the consumer
is found to affect the effective nature of advertising, and this concept is validated by
research (Stiff and Mongeau 2003).
The Consumer-related factors are important when evaluating how persuasive the
advertising is [Stiff and Mongeau 2003]. When an advertisement is well liked it can
be linked to the type of attitude presented by an individual. The appreciation of an
advertisement promotes a positive attitude in the mindset of the viewers (Fill 2006).
A number of authors including Mittal (1994) have published some of the earliest
studies on the attitude of public towards advertising. The main aim of advertising is
to reach a large number of audiences with simple information about the product. This
information helps in the user assimilation of details of the product including, the
name of the product, its function, the requirement of product and the improvement of
the product over other similar substances present in the market (Fill 2006).
The different studies on the attitude of the public towards advertising have been
classified differently based on the sample type, size as well as the type of survey
instrument that was used to collect the information. There have been varying results
when the advertising attitude of the individuals was studied. The earliest survey on
the effectiveness and likeability of advertisements has provided positive results. This
result also showed that participants found advertisements informative (Li et al. 2004).
They also found that a majority of respondents preferred advertised products over
unadvertised products, although most also felt that advertising increased the cost of
things they buy. Persuasive communication research has shown that attitude is an
important aspect of consumer research since the sixty years. It is characterized that
advertising attitude is a predisposition which is often learnt. This disposition can be
either favourable or unfavourable when advertising is considered as a general
attitude (Liu 2001).
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 20 of 74
a Tutors India
T I
There has been the development of specific belief items which have been found to
influence advertising in terms of both economics as well as social studies. These set
of belief items can be classified as positive as well as negative [Belch and Belch
2001] . There is a direct influence on the perception of a brand by the likeable
nature of the advertisement [Bruner and Kumar 2007]. There is found to be
distinctive variation in the attitude of the consumer towards the different forms of
advertising media (Belch and Belch 2001). They have shown that the reach of an
advertisement online to its consumers is found to be dependent on the attitude of the
viewers preferably positive. It is found to have an influence on recall of a particular
brand as well as the generation of interest towards the brand. The factors which are
found to influence the consumer likeability of an ad is directly related to the attitude
of the user [Bruner and Kumar 2007]. The study by Shergill and Chen (2005) has
been on the attitude of consumers towards online marketing especially in the cities of
New Zealand. Other studies include Exploring the effectiveness of taxis as an
advertising medium [Veloutsou and ODonnell 2005] and Attitude toward Location-
Based Advertising[Bruner and Kumar 2007].
The comparison of traditional advertising with internet advertising has been carried
out, and this has resulted in the growth a new model of advertising called as new
media advertising [Sissors and Baron 2002]. In order to understand the differences
in the perception of the user towards internet based advertising, it is important to
perceive the basic differences in consumer attitude towards traditional and internet
based advertising. This difference would enable building of brand, identification of
personality of a brand as well as development of purpose directionality. Therefore,
the best use of the internet as a medium of marketing may be targeted towards goal-
oriented consumers. This provides quite a great potential for a mixed directional
internet based advertising [Wang et al. 2002].
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 21 of 74
Tutors India
T I
There have been 6 Is promoted in the e-marketing sector by McDonald and Wilson
(1999). The importance of six important factors is that they deal with the real time
issues of internet marketing. These six factors thus influence the direct marketing of
the product to the user. The factors included are the personalization of the product,
taking down direct response from the buyers and conducting thorough research on
the different aspects of marketing through the internet. There is restructuring as well
as the integration of the communication channels in order to promote discussion of
strategic issues in the internet marketing sector. These facets ought to be
considered independently in order to develop newer plans of marketing (McDonald
and Wilson 1999). The five factors influencing this decision include:
2.2.4.1. Interactivity:
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 22 of 74
a Tutors India
T I
The level in which interactivity of the internet influences the perception of the
consumer is the first I of internet marketing (Deighton, 1996).
2.2.4.2. Intelligence
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 23 of 74
a Tutors India
T I
2.2.4.3. Individualization
2.2.4.4. Integration:
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 24 of 74
a Tutors India
T I
It has been noted by Seybold (1999) that the information available on the internet to
the consumers should be integrated to the information available to the consumer
directly. This includes personally identifiable information of the consumer. The
internet also has been considered as the best medium to deal with the issues of the
consumer and provide excellent consumer service. The provision of information like
frequently asked question would be a wealth of information provision (Seybold
1999).
Arguably the most important influence of the electronic media in terms of improving
marketing of a product is the globalization of the market. It is important to note that
there have been different opportunities provided to even small sellers to make their
wares available to people all over the world. This is something which was not
possible earlier (Chaffey 2001). There is no need for sales personnel or for a local
sales shop. There has been restructuring of the concept of intermediation in terms of
geographical location of goods
that may arise (Chaffey 2001).
Page 25 of 74
a Tutors India
T I
With the emergence of the Internet and Internet advertising wherein Internet
advertising encompasses a number of advertising formats, including pop-up ads,
pop-under ads, email, forum and newsgroup ads, banner ads, interstitials,
superstitious, podcast, webisodes, etc. has brought marketers and researchers a
new horizon. They started to explore the factors affecting the success of the Internet
advertising (Oliveira, 2001). The Internet the main function of providing information
for consumers. It has been suggested by authors like Schlosser, Shavitt and Kanfer
(1999) there are two different aspects including cognitive and affective issues. The
affective issues include shock and entertainment values as well as cognitive issues
in terms of informational elements. The factors of Internet advertising shall not be
sufficient in understanding and explaining the complexity of Internet users attitudes
towards online advertising.
It was further argued by Schlosser and Kanfer (1999) that the underlying factors of
the attitude of a consumer in terms of understanding the advertising measures online
was found to be quite different from the traditional advertising pattern. There has
been the negative attitude of consumers towards forms of advertisements online
including spam emails and pop advertisements as indicated by Mehta and Sivadas
(1995). A study by Ducoffe (1996) on the attitude of New York consumer showed
both positive and negative attitude towards Internet advertising. A lot of participants
of the survey indicated that there was both interactiveness as well as entertainment.
The result gained in the above studies may be due to the novelty of the Internet and
the relatively self-disciplined industry practice at that time. The research by Pollay
and Mittals (1993) has been indicative of belief of the users of the internet as well as
their attitude towards marketing online. Their research has been multi-dimensional
and has examined the best measures of comparison of user belief and attitude.
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 26 of 74
Tutors India
T I
A best-promoted model of internet marketing would be the push and pull method.
This method has been guaranteed to be the best market-oriented model. The
advertising measures are an effective pull medium. The push measure in terms of
price was also promoted. However, Peter (2003) has determined that this type of
push-pull model has been one-sided in nature in terms of hidden costs to avail the
seller a much higher profit. However, he has also indicated that the younger
generation is more aware of these types of traps and pitfalls and chose those
internet websites which are genuine. The greater influx information available to the
consumer has also promoted effective push of information to the prospective client.
Those factors which are extremely critical of this type of measures of marketing
include the skeptic attitude of the consumer, the pressure of modern lifestyle, the
growing change in trends in every single retail sector. This makes reaching the
consumer online more and more difficult (John 2003).
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 27 of 74
Tutors India
T I
Pull advertising gives individuals more control over what information they access, for
how long and how many times, and in what order. It is often designed to help the
individual who already has certain goals in mind to find relevant information about
suppliers of desired products or services. The advertising information is pulled by the
individual. Such a classification is a matter of convenience and access by the
individuals (Ephron 1997).
The Internet as a mass medium performs many different functions and integrates the
characteristics of many traditional media. Ephron (1997) commented that depending
on its specific functions, the Internet can be regarded as analogous to different
traditional advertising media. It resembles a magazine as it has pages. Banners
resemble outdoor signs. Search engines are like Yellow Pages. Because the Web
enables a transaction, it resembles direct-response advertising. Web sites selling
goods are like catalogs. Although whether these analogies are accurate or not is
open to debate, it is the consensus that the Internet is a multifaceted advertising
medium. Therefore, the Internet cannot be simply grouped into either the push or pull
group. It is at the same time a push-and-pull advertising medium, with some formats
of Internet advertising being more push oriented while some being more pull
oriented.
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 28 of 74
Tutors India
T I
There have been five different formats of advertisements which have been
identified by
Rodgers and Thorson (2000) online. These include the following:
1. Banner ads
2. Pop-up advertisements
3. Listings of search paid
4. Commercial websites
5. Advergames
There can be a number of formats which develop over the years. The following
section discusses these formats in terms of pull or push approach.
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 29 of 74
a Tutors India
T I
It has also been discovered by certain researchers that some efforts can be made in
order to promote the effectiveness of banner advertisements. Li & Bukovac (1999)
have indicated that the size and colour of the advertisement have the maximum
effect on the consumer. They have also shown that there is a better response to a
banner ad when there is animation involved. This also involves better recollection of
the ad. The study by Brown (2002) shows that most users of internet websites are
drawn to pull down menus rather than simple banner ads. These are effective in
promoting attention, liking and click throughs. This is attributed to the better quality
of information available in these ads.
The study by London (2000) and Overture (2003) has shown that most of the web
users use a specific search engine. Therefore, a number of advertisers make use of
these search engines in order to promote their product. There is the usage of
specific and clear cut keywords by the advertisers to identify potential buyers.
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 30 of 74
Tutors India
T I
Search engine advertising emerged under this background and had demonstrated
robust growth in recent years. Search engine advertising spending more than
doubled in 2001 and again in 2002 (Hyland, 2004). Search engine advertising
accounted for 15% of total online advertising revenues in 2002, and 35% in 2003
(Hyland, 2004). IAB (2006) reported that search engine advertising remains the
format that draws the largest revenue, accounting for 43% of 2005 fourth-quarter
revenues, up from the 40% for the same period in 2004. Ramsey (2004) estimated
that by 2008 search engine advertising would reach over $6.7 billion.
There are mainly two forms of search engine advertising. These include the
placement through payment and inclusion through payment (Bannan, 2003). The
forms of placement through payment include links which are sponsored and listings
which are paid. Other forms include payment for performance or placement. There is
bidding of keywords by advertisers. The one that provides the highest rate for a
certain string of key words gets his advertisement placed highest. And it is often
seen that these areas are demarcated from the remaining areas to provide
information on the product but also ensures that it does not interfere with the
searching function of the user Bannan, 2003).
In the form of paid inclusion, advertisers pay to guarantee that their websites or
pages will be indexed by a search engines crawler and therefore included in the
listings. The advertisers website will not get a prominent listing or rank boost. The
ranking of the returned search results is still based on relevancy. This option is thus
much less popular with advertisers (Bannan, 2003).
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 31 of 74
a Tutors India
T I
According to Olsen (2004), pop-up advertisements started to come out in force since
the dot-com bust, when Web publishers were craving for advertising revenue. It was
seen that only two percent of web advertisements were pop up adverts in the year of
2001 (Olsen, 2004). However, before the end of 2002, there was the appearance of
over eleven billion pop up advertisements (Martin & Ryan, 2002). By July 2003, pop-
ups and pop-unders accounted for 8.7% of all online advertisements. According to a
study conducted by Advertising.com in 2003, pop-ups are 13 times more effective at
generating click-throughs than standard banners (Cassavoy, 2004).
The pop-up is a controversial advertising format. Research has shown that pop-ups
are very unpopular with Internet users (Chan, Dodd, & Stevens, 2004). Responding
to the negative public attitude, in August 2002, EarthLink started to give its
customers a software to block these ads. Free toolbars that block pop-ups can be
obtained for free from major search engines. In 2004, Microsoft built in a blocker in
their operating system to ensure that it doesnt affect their consumers and which can
be switched on anytime the user wants.
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 32 of 74
a Tutors India
T I
2.3.4.2. Advergames:
Another important push factor is the advergames. This industry has been promoted
effectively over the years, and a number of consumers enjoy the games (Interactive
Digital Software Association, 2000). As a game playing online has become a vital
aspect of the recreational life of the users. Therefore, advertisers came up with the
concept of using these games as effective methods of promoting the brand
message.
It is also seen that these tools of advertising are found to have several good aspects
which are beneficial to the consumer. These tools have promoted the concept of
awareness of a brand. A survey of the game players in the MSN gaming zone by
Marriot et al. (2001) revealed that A survey of game players at MSN Gaming Zone
taken before Toyotas Adrenaline game went online found that Toyotas brand
awareness ranked 6th among major car companies. A second survey of game
players, taken 3 months after the game went online, found that Toyotas brand
awareness had risen to 2 nd.
Conclusion:
Marketing managers know that consumer perception can be built using a variety of
mediums. However, not everyone is clear about what exactly consumer perception is
all about. A tongue in cheek thing would be that mobile marketing is considered one
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11Page
8NX I 33
UK #of+44-1143520021,
74 Info@tutorsindia.com
a Tutors India
T I
CHAPTER THREE:
R ESEARCH M ETHODOLOGY
3.1 I NTRODUCTION
The validity and the reliability of research are one of the two main things which are to
be looked at in order to substantiate the credibility of any research study (Saunder et
al., 2003). The rationale behind the different methodologies adopted in order to
analyse the proposed research question is called as the methodology of the study.
The intention of the study, as well as rationale behind the study, is the two vital intents
of any research process (Calder, 1998).
This study was conducted from the consumers perspective and examined how one
advertiser-controlled factor and two sets of consumer-related factors influenced
consumers beliefs about Internet advertising. To obtain pertinent information and to
arrive at conclusive results empirical analysis has been carried out using quantitative
measures of analysis. The rationale and philosophy of the research methodology is
studied using the onion approach.
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 34 of 74
Tutors India
T I
Figure: 1
On next page
Interpretivism
Research philosophy
Deductive approach
Quantitative
analysis
Research approach
Primary data
collection
Data Collection
Research strategy
Questionnaire
method
Survey instrument
Source: Adopted from Research Methods for Business Studied, Saunder, Lewis &
Thornhill, 2003, Chapter 4, p.83
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
35 of 74
Page
a Tutors India
T I
1. Research philosophy
2. Research Approach
3. Research strategy
4. Data Collection methods used
5. Survey instrument was chosen
The thought process behind the analysis of the study from the researchers point of
view is used to decide the investigate viewpoint involved in the analysis. The three
main schools of thought behind determination of a research philosophy include the
following:
1. Positivism
2. Interpretivism
3. Realism
In order to understand the idealistic point of view, it is important to operate within the
realms of operating research, and this leads to positivism. This type of approach while
extremely effective in a scientific background of study has given mixed results when
approached from a business or marketing point of view. This often seen in the social
world of business due to the complexity of the situation (Remenyi et al., 1998).
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 36 of 74
a Tutors India
T I
This research analysis is focused from a realistic point of view. The findings of this
study, therefore, have a structured framework and present an objective reality. This
reality can be extended to similar social constructs. However, there is no influence on
the results by the belief and attitude of the researcher (Remenyi et al. , 1998).
The testing of different theories to arrive at a solution for the proposed question is
called as the deductive method of analysis. A set of theories behind this particular
research method is analyzed from previous research. This is the best method to come
up with the hypothesis. This formulation helps in establishing the base for the
hypothesis. Once this is carried out the testing of the hypotheses to arrive at a
conclusion is used (Marcoulides 1998).
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 37 of 74
a Tutors India
T I
These approaches are fundamentally different; one is the top down while other is the
bottom-up analysis. The research approach used here involves a top-down approach,
i.e. it involves a deductive approach for two main reasons.
1. It is beyond the academic scope of the researcher to arrive at conclusive
theories.
2. It is easier to collect empirical data once a set of hypotheses are formulated.
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 38 of 74
a Tutors India
T I
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 39 of 74
Tutors India
T I
as well as the reliability of the chosen research strategy can be arrived at by using
quantitative tools of data analysis (Creswell 2003). However, when looks at qualitative
tools of analysis are based on analyzing the available content presented in a non-
numerical format. Therefore, it is often generalized that quantitative study is objective
in nature while the qualitative study is subjective in nature.
Primary data: This is used for the quantitative study. It helps is arriving at a solution
to the proposed questions. It also helps in the provision of access to the participants
of the study directly by the author. Therefore, there are no mistakes involved, and this
helps in ensuring that no delay occurs in terms of analysis of data.
The survey instrument was a questionnaire. In the questionnaire simple and rigid
questions which were closed were proposed. This method helps in accessing a large
number of respondents in a very short time (Creswell,2003). An average time of fifteen
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 40 of 74
Tutors India
T I
minutes was required for the participants to complete the study. The first section of the
questionnaire presented basic socio-demographic questions. The second part of the
questionnaire determined the attitude of the participants towards the use of Internet
for marketing purposes. The third section studied the attitude and beliefs of the
participants thereby showing the user perception of internet marketing. The final
section of this questionnaire deals with the determination of whether the push or pull
factor is more effective as a tool for marketing.
In some questions, a Likert scale was adopted. The Likert scale was adopted in order
to ensure that a uniform scaling procedure could be adopted. There was a score given
from 5 to 1 with people who agreed completely and strongly given a score of five while
those who completely disagreed were given a score of 1. The other measures in
between include agree, neutral and disagree.
The selection of a sample is dependent on the nature of the study, the study of the
universe and size of the sample used. Miles and Huberman (1994) indicated that the
purpose of the study is the most important to determine the sample as well as the size
of the sample.
The field study was conducted in Derby, Burton on Trent (United Kingdom) and in New
Delhi, (India) . The study was conducted with college students. These students were
found to have more exposure, and the younger population is generally more attuned
to using digital technology. and the majority of research population chosen was
university and college students. Also, the key reason behind choosing the university
students was that they get free access to the internet, including free emailing and web
surfing in their colleges. They are also frequently required to search online for
information related to their coursework, and to submit assignments online.
Furthermore, free internet MSN and Skype services are popular university student
communication platforms. Therefore, use of the internet for university students is
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 41 of 74
Tutors India
T I
relatively high in comparison to other segments. All of this justifies the need for the
study being conducted on university students. Similar questionnaires were also
distributed to the general public at the entry and exit points of Westfield shopping
centre Derby providing them with prepaid envelopes so that they could fill out and
return at their own convenience.
The validation of the questionnaire was carried out using experts in the field. The
participants in this study belonged to both sexes and different ethnic origins. The
research was carried out at University of Derby Kedleston road, Burton College (UK).
and Kamla Nagar College in New Delhi (India). These colleges were chosen in such
a manner that they represented the entire population of New Delhi. There was the
adoption of a specific measure of sampling. Everyone in ten students was asked to
answer the survey. These students were approached at the main entrances of each
of the universities in November 2010.
An initial verbal filtering question of selected participants was used to ensure no
duplication of responses. A total of 100 completed questionnaires were collected, and
the number of questionnaires collected from each college was weighted based on the
proportion of the student population at each College.
3.8. Ethical issues:
Data collection, data analysis as well as data publication are the different aspects of
research design which have ethical concerns (Burton 2000). The researcher has
therefore considered the ethical implications in every step of the research. Anonymity
has been promised to every participant of the research. Any willing participant of the
research was treated with complete confidentiality. No personally identifiable
information was demanded from the participants like name, phone number, address
or email.
Informed consent :
The practice of informed consent was also diligently pursued. The reason why the
research was conducted and the implications of it were disclosed to every participant
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 42 of 74
a Tutors India
T I
of the research. Such complete information at the beginning of the research helps in
validating the research instrument.
Dignity:
The participants of the study were treated with at most respect and dignity. It has been
indicated that sometimes participants viewed themselves as objects of the study and
were forced to give answers to the questions. It was made absolutely clear to the
participants that the study was completely voluntary in nature. Any questions raised
by the volunteers were also dealt with immediately.
Ethnicity:
Care was taken not to offend the sensibilities of any one participant. The caste,
ethnicity, creed and other factors were taken into consideration, and the questionnaire
was framed in such a manner that it was completely neutral. The author made sure
that no particular attention was given to one person, a group of people or one particular
organization.
The data collected was the organized by entering it into the Microsoft Excel Software.
The mean, percentage, cumulative percentage and variance were calculated.
3.10. Conclusions:
A quantitative methodology was used to arrive at a specific method of research. This
method has employed a questionnaire survey instrument to collect primary data. The
following chapter gives information on the results of the survey instrument.
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 43 of 74
Tutors India
T I
CHAPTER FOUR:
4.1. Introduction:
This chapter gives the results of the quantitative analysis. It is seen that the chapter
has dealt with the user perception of internet marketing in terms of attitude, belief,
and avoidance. It has also strived to understand if push or pull factors can be used
as tools in marketing through the internet. The results are given are in the form of
tables as well as graphs to promote easy discussion.
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 44 of 74
a Tutors India
T I
Number Of Respondents
100
50
Percentage
0
Retrieved
questionnaires Not Retrieved
questionnaires
The sex, age and educational qualification of the students were noted down as socio-
demographic parameters. When the sex of the participants was considered, it is seen
that there was gender equality. There were male (53%) and female participants (47%)
as seen in the following figure 4.
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 45 of 74
a Tutors India
T I
Gender of participants
Female
47% Male
53%
The age parameters of the respondents are depicted in the following table 1,
Age
F re que nc y Percent Cumulative
Percent
15 - 19 62 28.1818 28.18182
2
20 - 24 96 43.6363 48.01653
6
25 29 47 21.3636 57.72727
4
30 and above 15 6.818182 100.0
Total 220 100.0
It is observed that most of the participants are between the age group of 20 -24 (43%)
followed by those in age group 15-19 (28.1%) as shown in table 2. This is found to
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 46 of 74
a Tutors India
T I
Education Level
F re que n Percen Cumulative
cy t Percent
PG Postgraduate level 58 26.363 26.36
64
UG Under graduate level 140 63.636 90
36
MP Master of philosophy/ 22 10 100
hil/P Doctor of philosophy
hD
TOTAL 220 100
The user perception with relation to user demographic was studied from the point of
view of a number of years of usage of the internet as a place for retail shopping by the
respondents. From the following figure, it is clear that most of the students between
the age group of 20- 24 have been using the internet for the last 2-3 years. The number
of students using the internet less than 2 years has been high in the 15- 19 category.
The students who have used the internet for 3-4 years and above are mostly 24 and
above as depicted in the figure 5.
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 47 of 74
Tutors India
T I
Applying this to the education of the students, most postgraduate students and
undergraduate students (3 or 4 th year) use the internet more when compared to 1 st
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 48 of 74
a Tutors India
T I
and 2 nd-year students. The students who have been utilized the internet for more than
three years are students pursuing their doctorate or master of philosophy.
When the students were questioned about their buying power, it was seen that most
students above the age of 24 were able to buy products worth 100 or above as seen
in the figure 6. The students between the ages of 15-19 and 19-24 were able to buy
products less than 20 or 20 - 100. This shows that as the students became older,
they had better purchasing power, especially the older doctoral and master of
philosophy candidates who were likely to receive more amount as stipend hence may
have a better source of income.
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 49 of 74
a Tutors India
T I
The study by Moschis et al. 2004, has also shown that older consumers are more likely
to shop online as they have greater spending power as well as brand or store loyalty.
The study by Fox (2004) showed that while examining the role of the internet in
promoting services in the health retail industry older consumers were more benefited,
however, this study when attributed to the fashion or the food industry younger
consumers were benefited. Therefore since this study was with regard to general
internet advertising without taking into account, the specific industry may not be able
to provide a clear picture. The study by Madden (2003) has shown that people with
lesser education were less likely to pursue online ventures due to their lowered buying
power. Similarly, the study by Venkatesh and Brown (2001) shows that people with
lesser education often perceive the cost is high when compared to the relative
usefulness of the product.
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 50 of 74
a Tutors India
T I
The user demographic profile clearly shows categorization in both usage of internet
for the rationale of shopping as well as the spending power in these online markets.
Therefore,
The analysis of validity was carried out using the Cronbachs alpha test. The
satisfactory parameter for Cronbachs alpha test is found to be 0.7. The validity
parameters for the different variables was found to belief factors (0.94), attitude factors
(0.97) and avoidance factors (0.97). This, therefore, is found to point out that the
survey conducted had a lot of stability. The values obtained are observed in table 3.
Cronbach's
Alpha
Variables
Belief 0.948
Attitude 0.988
Avoidance 0.986
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 51 of 74
a Tutors India
T I
The participants were asked to rate their response on the basis of Likert Scale. Their
responses were ten classified under three different sections.
1. Belief
2. Attitude
3. Avoidance
The mean and standard deviation of the scores of the different responses were
determined and proposed.
Among the responses, it was determined that majority of the respondents strongly
agreed with the idea of internet marketing being a source of latest fashion (Mean=4.54,
SD= 1.3). This is in accordance with the observations made by Hines and Bruce
(2004). They have noted that the increase in technological innovations has resulted in
greater access to information via the internet. Internet shopping has become a global
appeal. The internet offers important attributes to the retailers of fashion as well as
luxury brands. They observe that the internet marketing makes international brands
made available to people in any part of the world. It was also observed that most of
the respondents felt that internet marketing gave the latest information about a product
or service (Mean=4.32, SD= 1.03). This is again in accordance with the previously
observed literature. The study by Breitenbach and Doren (1998) has shown that the
current methods of internet marketing serve to provide better access to up to date
information on existing and new products. Their study also showed that this was one
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 52 of 74
Tutors India
T I
Participants of the study viewed that internet marketing is a vital source of details with
regard to neighborhood sales and discounts (Means= 3.55 , SD= 1.29) and provides
better information for the public (Mean= 3.51, SD= 1.30). However the study by
Kannan and Koppale (2001) has shown that despite dynamic pricing measures for
goods to promote better sales, often spurred on by consumer use of price comparison
in websites, local sales and discount methods of marketing are more applicable to
traditional marketing methods. Consumers are influenced by advertisement on sales
on television and newspapers more than on the internet. The outlook of the
participants of our study was found to be completely different.
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 53 of 74
Tutors India
T I
The two factors which were not supported by the consumers, especially in India, was
that internet marketing improved the standards of living (Mean = 2.54, SD= 0.27) and
boosted the national economy (Mean= 2.50, SD= 0.26). This is agreement with the
current retail trends in India. Despite the growing rate of retail business in India the
report by Indian Brand Equity Foundation has shown that in the year 2010 when
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 54 of 74
Tutors India
T I
compared to the year 2009, there was a decrease in internet retailing by 6.73%. This
shows that internet retailing despite the growth of internet and computer penetration
in India contributes a very small amount to the overall sales of the retail industry (IBEF,
2010).
Overall it is seen that most of the factors discussed under the belief towards internet
marketing by users had an above average mean (>3). Therefore,
H3: The user belief towards internet advertising influences user perception of
internet marketing.
Can be accepted.
The level of agreement of the participants of the study taking care of five points Likert
scales to determines their attitude towards internet advertising. The average response
score was considered to be 3. The results are portrayed in table 4:
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 55 of 74
a Tutors India
T I
Attitude
N Minim Maxi Me Std.
um mum an Devia
tion
Internet marketing encourages folks to 22 1 6 4.5 1.287
buy something to make an impact on 0 5
others
Internet marketing promotes a money- 22 1 5 4.2 1.237
orientated society. 0 0
In general, Internet marketing does not 22 1 5 3.6 1.218
provide a true representation of the 0 0
product advertised.
Because of Internet marketing, 22 1 5 3.5 1.236
individuals buy a lot of belongings that 0 4
they do not really necessitate
The government does not regulate 22 1 5 3.5 1.267
Internet marketing. 0 9
Sometimes, I enjoy thinking about what I 22 1 5 3.5 1.250
perceive on Internet marketing. 0 5
Sometimes Internet advertisements are 22 1 5 3.5 1.243
even more pleasurable than other media 0 6
contents.
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 56 of 74
Tutors India
T I
The respondents also believed that they were satisfied with the marketing techniques
pursued online (Mean= 3.55, SD=1.25) and viewed internet marketing measures are
more enjoyable compared to other methods (Mean= 3.56, SD=1.24). The paper by
(Pavlou and Stewart 2000) has shown that internet marketing heralds the growth of
the new marketing concept of interactive advertising, thereby promoting the role of the
clientele in the resolution of the efficacy of advertising. This challenges the
conventional concepts and supposition with regard to advertising. The respondents of
the study thus were of the attitude that internet marketing was an evolving and new
concept in advertising.
The respondents also viewed that the regulations put forth by the government were
not very stringent when it comes to internet marketing (Mean= 3.59, SD= 1.26). In
India despite Advertising Standards Council of India (ASCI) bringing forth rules with
regard to internet advertising there, there is a need for the Government of India to
bring forth a law to ensure that the the regulations are followed (Media Sarkar 2010).
Overall it is that all the factors discussed under the attitude section towards internet
marketing by users had an above average mean (>3). Therefore,
H2: The user attitude towards internet advertising influences user perception of
internet marketing.
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 57 of 74
a Tutors India
T I
Can be accepted.
The level of agreement of the participants of the study taking care of five points Likert
scales to determines their avoidance of internet advertising. The average response
score was considered to be 3. The results are viewed in the following table 5.
The participants were mostly against those attributes which would encourage user
avoidance of internet. The only aspect which had an above average score was that
internet advertising would promote certain undesirable aspects and values in the
community (Mean = 3.05). It is to be seen that most of them did not consider internet
advertising as an insult to the intelligence (1.7) or promotion of negative factors (Mean
= 2.7). A study by Cho and Cheon (2004) has shown that most reasons for avoidance
of online advertising include slow information retrieval, advertising clutter, and
relevance. The consumers avoid internet advertising only because of the following
factors and not because of its impact on the society.
.Avoidance
N Minim Maxi Mea Std.
um mum n Devia
tion
Most Internet advertising distorts the 220 1 5 1.44 0.268
values of our youth.
Most Internet advertising insults the 220 1 5 1.40 0.305
intelligence of the average consumer.
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 58 of 74
a Tutors India
T I
Overall it is that all the factors discussed under the attitude section towards internet
marketing by users had a less than average mean (<3).
Therefore,
H4: The user avoidance towards internet advertising influences user perception
of internet marketing.
Cannot be accepted.
In order to analyze if push or pull approach was a better tool for internet marketing,
the paired t test was conducted. The responses of the participants were measured for
pop ads as a push tool and sponsored links as a pull tool and the average score and
standard deviation in both the cases was determined as shown in the following table
6.
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 59 of 74
a Tutors India
T I
Following this, a two-tailed paired sample test was conducted with a degree of freedom
of 219. It was seen that the degree of significance was found to be .001 as seen in the
table 7, being highly statistically significant. This shows that the hypothesis,
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 60 of 74
Tutors India
T I
entertainment. Despite these varying views by other authors, the findings of this study
indicate that both forms of advertising push and pull have the same effect on user
perception of online marketing measures.
4.6. Conclusion:
This chapter has helped the researcher arrive at the following conclusions,
The user demographic profile mainly the education and age have an effect on
both the net usage of internet and internet marketing as well as the buying
power online.
The attitude and belief factors considered were found to be significant in
influencing the perception of users with regard to internet marketing while
avoidance factor was found to be insignificant.
Both the push and pull strategies of marketing were found to have equal
influence on user perception of marketing.
The following chapter concludes the study by giving the implications and limitations of
the study.
CHAPTER FIVE:
CONCLUSION
5.1. Introduction:
This study attempted to understand the user perception towards internet marketing.
This was carried out by determining user response to three different factors: belief,
attitude, and avoidance. The study also tried to understand whether the push or pull
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 61 of 74
a Tutors India
T I
type of internet marketing had more influence on the consumer. This chapter provides
the implications, the limitations as well as the recommendations for future study.
Ever since the evolution of advertising online since the early 1990s, there has been a
wide variation of advertising measures online including banner advertisements, pop
advertisements, sponsored links and spam email. Advertising online has become one
of the main measures of marketing assumption, and it is very important to perceive
and understand user perception of internet marketing and identify the best measures
of advertising.
The results of the study indicate that is an impact of the internet in influencing the
perception of the individual towards marketing online. This helps in the determination
of user attitude towards advertising online, and the attitude and belief factor can be
used as reliable tools to predict future marketing ventures. The results from the
analysis of attitude, belief, and avoidance factors indicate that attitude and belief are
found to influence user perception and can be used as better predictors when
compared to demographic profile and usage of internet.
The results seem to indicate that many of the users of internet perceive internet
marketing as a form of intrusion. The study responses seem to indicate and propagate
the idea that internet marketing is something which is accepted by them despite the
intrusion, but some of them had a genuine dislike towards the concept of marketing
online. The researcher believes that this perception of the internet may have arisen
due to the general outlook of the public towards any form of media including television,
radio, and print media. This type of mixed feelings may have been brought out due to
the mistrust of content of previously encountered advertisements. Despite the fact that
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 62 of 74
a Tutors India
T I
Another important aspect to note is that most of the respondents did not believe that
internet marketing and advertising measures had a negative influence. They were
firmly against the idea that it promotes undesirable factors in the society or distorts the
values and beliefs of the youth. This shows that even if reluctant to use the internet as
a measure of marketing most people did not have a negative stand when advertising
through the internet was considered.
The results of the comparison of push and pull factors of internet marketing showed
that the participants of the study did not have any considerable preference of one over
the other. This shows that there is a need for advertising measures to be considered
differently by practitioners. The available adverts online despite providing in-depth
information to the customers require more interactivity. Earlier marketers considered
a pull strategy better when compared to a push method. However, the researcher feels
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 63 of 74
a Tutors India
T I
a perfect balance between push and pull marketing ought to be developed to promote
the currently existing methods of online advertising.
The research has also shown that facilitation of marketing through the internet can be
promoted significantly thought the potential of the consumer. The consistency and the
high correlation between the belief and attitude relationship in the study enable the
researcher to observe that internet marketing is a potential gold mind for future
measures like integrated marketing communication (IMC). This would enable reaching
out to a wider audience in the future. This correlation between belief and attitude of
internet marketing by users it can be recommended by the researcher that more
activities and advertising measures can be promoted online.
An important limitation of this study is that data collection occurred over just
one week. This may not provide a conclusive response. This is because the
same study repeated during a different season or a weekend may provide
different results. There is also prospective that other factor external to the
influence of the researcher which include location, time of day, recent
differences, and exhaustion of the contributor which may have influenced the
study results.
The research has also addressed internet marketing at a macro level. There
has not been detailing of user perception of specific formats of marketing.
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 64 of 74
a Tutors India
T I
A similar study can be conducted in shopping malls, and other areas were the
researcher would have access to the wide demographic profile. That would
enable generalization of the study.
5.4. Conclusion:
The world is considered to be one global village with all people having similar needs
and desires to the advent of the internet. There have been others who disagree with
this idea and indicate that cultural and ethnic differences would definitely influence the
method of advertising. Different people in different parts of the country can develop
different perception factors towards a type of advertising medium. The results obtained
in this study have shown that factors of belief and attitude have a significant effect on
user perception of internet marketing.
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 65 of 74
Tutors India
T I
References
Alwitt, L. F., & Prabhakar, P. R. (1992). Functional and Belief Dimensions of Attitudes
to Television Advertising. Journal of Advertising Research, 32(5), 30 42.
Atkinson, R.L., Atkinson, R.C., Smith, E.E., Bem, D.J. & Nolen-Hoeksema, S. (2000).
Bacheldor, Beth (2000), "The Art of E-Biz: The Good and Not Good Enough Web Site
Design," InformationWeek, February 14, 42.
Briggs, R., & Hollis, N. (1997). Advertising on the Web: Is there response before click-
through? Journal of Advertising Research, 37(2), 33-45.
Brown, M. (2002). The use of banner advertisements with pull-down menus: A copy
testing approach. Journal of Interactive Advertising, 2(2). Available from
http://www.jiad.org/
Bucy, Erik P., Annie Lang, Robert F. Potter, and Maria Elizabeth Grabe (1999),
"Formal Features of Cyberspace: Relationships between Web Page Complexity and
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 66 of 74
Tutors India
T I
Site Traffic," Journal of The American Society for Information Science, 50, 1246-1256.
Calder, J. (1998), Survey research methods. Medical Education, 32: 636652. doi:
10.1046/j.1365-2923.1998.00227
Chen, J., & Ringel, M. (2001). Can advergaming be the future of interactive
advertising? Retrieved from http://www.locz.com.br/loczgames/advergames.pdf
Cho, C. H., Lee, J. G., & Tharp, M. (2001). Different forced-exposure levels to banner
advertisements. Journal of Advertising Research, 41(4), 45-56.
Creswell, J.W. (2003) Research Design: Qualitative, Quantitative, and Mixed Methods
Approaches. California: Sage Publications.
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 67 of 74
Tutors India
T I
Dillabough, C. (2002). Industry must unite to stop the growth of pop-up plague.
Retrieved fromhttp://www.dealgroupmedia.com.au/news28.cfm
Dreze, Xavier and Fred Zufryden (1997), "Testing Web Site Design and Promotional
Content," Journal of Advertising Research, 37 (2), 77-91.
Fox S. Older Americans and the internet. The pew internet and American life project;
2004. http://www.pewInternet.org.
Friestad, Marian and Peter Wright (1994), "The Persuasion Knowledge Model: How
People Cope with Persuasion Attempts," Journal of Consumer Behavior, 21, 1-31.
Gay Richard, Alan Charlesworth, Rita Esen, Online Marketing (2007): A customer
led approach, Oxford University Press.
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 68 of 74
a Tutors India
T I
Ghosh, S. (1998) Making business sense of the Internet , Harvard Business Review,
MarchApril, 12735.
Kannan P.K., Praveen K. Kopalle (2001), Dynamic Pricing on the Internet: Importance
and Implications for Consumer Behavior, International Journal of Electronic
Commerce, Issue: Volume 5, Number 3 / Spring 2001,Pages: 63 - 83
Katz, J. E., and Rice, R. E. 2002. Project Syntopia: Social consequences of Internet
use. IT & Society 1(1):166179.
Kozinets, (1999). The Field Behind the Screen: Using Netnography for Marketing
Research in Online Communities. Journal of Marketing Research, 39(1), 61-72.
London, D. (2000). Solving the search riddle: The path to search engine optimization
becomes a more complicated route as the Web grows. B to B, 85, 20.
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 69 of 74
Tutors India
T I
Lynch, John G., Jr., Dan Ariely. 2000. Wine online: Search cost and competition on
price, quality, and distribution. Marketing Science Forthcoming
Marcoulides (1998). Valuing employees: a success strategy for fast growth firms and
fast paced individuals. In: Reynolds, P.D., Bygrave, W.D., Davidsson, P., Gartner,
W.B., Mason, C.M., McDougall, P.P. (Eds.), Frontiers of Entrepreneurship Research.
Center for Entrepreneurship Research, Babson Park, MA, pp. 1731
McCoy Scott, Everard Andrea, Galletta Dennis and Polak Peter (2004), A Study of the
Effects of Online Advertising: A Focus on Pop-Up and In-Line Ads Proceedings of the
Third Annual Workshop on HCI Research in MIS, Washington, D.C., December 10-
11, 2004
Miles, M.B. and Huberman, M. (1994) Qualitative Data Analysis: A Source Book of
New Methods. London: Sage Publications.
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 70 of 74
a Tutors India
T I
Myers, M. (2000). Qualitative research and the generalizability question: Standing firm
with Proteus. The Qualitative Report, 4(3/4). http://www.nova.edu/ssss/QR/QR4-
3/myers.html
Oliveira, N. D. (2001) Installation Art in the New Millennium, Thames & Hudson.
Schlosser, A. E. (2003) Experiencing Products in the Virtual World: The Role of Goal
and Imager in Influencing Attitudes versus Purchase Intentions, Journal of Consumer
Research, vol. 30, no. 2, pp 184-198.
Pavlou Paul A. and Stewart David W(Fall 2000), MEASURING THE EFFECTS AND
EFFECTIVENESS OF INTERACTIVE ADVERTISING: A RESEARCH
AGENDA,Journal of Interactive Advertising, Vol 1 No 1 ), pp. 62 -78.
Peter Blackshaw (2003), Pull the Plug on Pop-Up? Advertising Age, 74 (November),
12.
Pollay R. and Mittal B. (1993), Heres the Beef: Factors, Determinants, and Segments
in Consumer Criticism of Advertising, Journal of Advertising,57 (July) 99-114
Remenyi, D., William, B., Money, A. & Swartz, E. (1998) Doing Research in Business
and Management, An Introduction to Process and Method, London: Sage
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 71 of 74
a Tutors India
T I
Rodgers, S., & Thorson, E. (2000). The interactive advertising model: How users
perceive and process online ads. Journal of Interactive Advertising, 1(1). Available
from http://www.jiad.org/
Saunders, M. & Lewis, P. (2000) Research Methods for Business Students, 2nd
Edition, Financial Times, Prentice Hall, London
Saunders, M., Lewis, P.& Thornhill, A. (2003) Research Methods for Business
Students, 3rd Edition, Harlow, Prentice Hall
Schlosser, Ann E. and Alaina Kanfer (1999), "Current Advertising on the Internet: The
Benefits and Usage of Mixed-Media Advertising Strategies," In Advertising and the
World Wide Web, David W. Shumann and Esther Thorson, eds., Mahwah, NJ:
Lawrence Erlbaum Associates.
Stellin, Susan (2001), "Painting Some Pictures of the Online Shopper," The New York
Times, July 9, 4.
Townsend, A.M. (2001). Network cities and the global structure of the Internet. The
American Behavioural Scientist, 44(10), 1697.
Trochim W (2000). The research methods knowledge base, 2nd edition. Atomic Dog
Publishing, Cincinnati, OH.
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 72 of 74
a Tutors India
T I
Tsikriktsis Nikos (2002), Does Culture Influence Web Site Quality Expectations? An
Empirical Study doi: 10.1177/109467002237490 Journal of Service Research
November 2002 vol. 5 no. 2 101-112.
Ying Wang, Shaojing Sun, (2010) "Examining the role of beliefs and attitudes in online
advertising: A comparison between the USA and Romania", International Marketing
Tutors India
Review, Vol. 27 Iss: 1, pp.87 - 107
T I
Tutors India
T I
YO U R T R U S T E D M E N TO R S I N C E 2 0 0 1
ple
Dissertation Sam
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 73 of 74
Tutors India
T I
2016-2017 All Rights Reserved, No part of this document should be modified/used without prior consent
Tutors India - Your trusted mentor since 2001 I www.tutorindia.com
UK: The Portergate, Ecclesall Road, Sheffield, S11 8NX I UK # +44-1143520021, Info@tutorsindia.com
Page 74 of 74