Exploring Consumer Attitudes Towards Digital Advertising: Insights and Trends

Exploring Consumer Attitudes Towards Digital Advertising: Insights and Trends

Registration ID: IJNRD_223501

Published ID: IJNRD2406223

DOI: Click Here to Get

NAGESHA G S , POOJA T S , MONIKA V P

E-Commerce, Customer Insights, Purchasing Habits, Decision-Making Process.

Abstract E-commerce encompasses the process of transferring goods and services between buyers and sellers via the internet. With each passing year, new digital trends emerge, compelling marketers to stay abreast of these developments to efficiently adopt new technologies and maintain a competitive edge. Current trends include voice search, advanced graphing techniques, micro-interactions, virtual reality marketing, an increase in stories and live videos, as well as advancements in artificial intelligence and machine learning. Additionally, engagement-based email marketing, detailed lead profiling, browser push notifications, and personalized content are becoming increasingly important. This study aims to explore the theoretical framework of consumer perception towards online marketing, evaluate the effectiveness of online marketing among rural consumers in Karnataka, and assess the performance of the online market while identifying various opportunities and threats. Karnataka is divided into six regions based on geographical and demographic factors: Mysore Region, Coastal Region, Bombay Region, Hyderabad Region, Central Region, and BBMP. A sample design involving 1500 participants from these six divisions was utilized, with each division contributing 250 samples. The judgmental sampling method was employed for sample selection. Primary data collected from the respondents were coded, classified, and analyzed using the Statistical Package for Social Sciences (SPSS Version 20). The analysis tools included descriptive statistics such as arithmetic mean and standard deviation.

Published Paper   E-Certificate

"Exploring Consumer Attitudes Towards Digital Advertising: Insights and Trends", IJNRD - INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT (www.IJNRD.org), ISSN:2456-4184, Vol.9, Issue 6, page no.c235-c243, June-2024, Available :https://ijnrd.org/papers/IJNRD2406223.pdf

Volume 9 Issue 6, June-2024

Pages : c235-c243

Paper Reg. ID: IJNRD_223501

Published Paper Id: IJNRD2406223

Downloads: 000121165

Research Area: Commerce

Country: Mandya, Karnataka, India

Published Paper PDF: https://ijnrd.org/papers/IJNRD2406223.pdf

Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2406223

Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)

ISSN: 2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar | ESTD YEAR: 2016

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.76 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Publisher: IJNRD (IJ Publication) Janvi Wave

This work is licensed under a Creative Commons Attribution 4.0 International License and The Open Definition

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