Impact of E-Advertising on Customer Purchase Decision
Published: 2012
Author(s) Name: Srishti Joshi |
Author(s) Affiliation: Assistant Professor, Indira School of Business Studies, Pune
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Abstract
E-advertising is a new platform for marketers
to create awareness and influence purchase decision
of the consumers. It provides a way to entice people
to visit the advertiser’s site by clicking on the banner
or button on the web site. Purchase decision is that
decision making processes undertaken by consumers
in regard to a potential market transaction before,
during, and after the purchase of a product or service.
In this study, we focus on the use of e-advertising
for online purchasing.
The aim of this paper is to examine the
impact of e-advertising on purchasing decision. This
research is based on study involving a survey of 100
professionals and college going students. Firstly,
factors affecting E-advertising are identified using
factor analysis and then the impact of these factors
on purchase decision is presented using percentage
method.
Keywords: N.A.
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