文章基本信息

标题：FACTORS AFFECTING ATTITUDE TOWARD WEB ADVERTISING – A SCENARIO OF UNIVERSITY STUDENT IN PAKISTAN
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作者：Aasma Nazeer ; Seyed Ibne Ali Jaffari ; Yasir Mehmood Raja 等
期刊名称：European Journal of Business and Social Sciences
印刷版ISSN：2235-767X
出版年度：2013
卷号：2
期号：2
页码：01-21
出版社：European Society of Business and Social Sciences
摘要：Over the last decade advertising evolved from conventional means to web. As the number of web users is increasing significantly, it provides the vast scope for web advertising. Pakistan has a rapidly growing 7.5% Internet penetration rate compared to India's 4.5 (%). Businessmen think that web advertising is one of the frugal marketing tools since the marginal cost of each online advertisement is very low. This study focuses on the factors which affects the attitudes towards web advertisements. A descriptive design was used for this study. The data was collected through both primary and secondary source. For secondary data sources, online and offline available articles were consulted; whereas for primary data source, the questionnaire based survey was conducted from the sample population of 300 respondents through convenient sampling method from Islamabad and Rawalpindi. For this purpose questionnaire was adapted from published research. The results depict that a predominant part of respondents do not like web advertisements because these advertisements create annoyance. The study further shows that respondents do not like web advertised brands and they do not take help through web advertisements for their purchase decision, because web advertisements do not contain enough information regarding the products.
关键词：Web advertisement; Marketing; Pakistan; Marginal;Cost