IDEAS home Printed from https://ideas.repec.org/a/sae/globus/v24y2023i3p417-432.html
   My bibliography  Save this article

Consumers’ Demographics as Predictors of Their Perception of Online Advertising: Are They Still Relevant in the E-Landscape?

Author

Listed:
  • Sarika Ahlluwalia
  • Seema Singh

Abstract

Since the modest beginning as a banner ad, online advertising has evolved from just an element of the promotion mix to a powerful strategic tool. Today, online advertising accounts for a significant share in the total advertising spending, globally as well as in India. As online advertising proliferates, understanding consumers’ perception of it becomes important. However, Internet users are not a homogeneous group. This study acknowledges this diversity among the Internet users and investigates the relevance of the effect of demographic factors on consumers’ perception of online advertising. A purposive survey was conducted to collect the primary data from a sample of 318 respondents from Delhi—National Capital Region (NCR) and analyzed with multiple regression. Results show that demographic factors have a significant effect on the consumers’ perception of online advertising.

Suggested Citation

  • Sarika Ahlluwalia & Seema Singh, 2023. "Consumers’ Demographics as Predictors of Their Perception of Online Advertising: Are They Still Relevant in the E-Landscape?," Global Business Review, International Management Institute, vol. 24(3), pages 417-432, June.
    • Handle: RePEc:sae:globus:v:24:y:2023:i:3:p:417-432
    DOI: 10.1177/0972150919897429
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/0972150919897429
    Download Restriction: no
    File URL: https://libkey.io/10.1177/0972150919897429?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Assael, Henry, 2005. "A Demographic and Psychographic Profile of Heavy Internet Users and Users by Type of Internet Usage," Journal of Advertising Research, Cambridge University Press, vol. 45(1), pages 93-123, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Wojciech Hardy & Michal Krawczyk & Joanna Tyrowicz, 2015. ""Thou shalt not leech" Are digital pirates conditional cooperators?," Working Papers 2015-26, Faculty of Economic Sciences, University of Warsaw.
    2. Ya-Hui Wang & Cing-Fen Tsai, 2014. "The Relationship Between Brand Image and Purchase Intention: Evidence from Award Winning Mutual Funds," The International Journal of Business and Finance Research, The Institute for Business and Finance Research, vol. 8(2), pages 27-40.
    3. Veronika Jadczaková, 2013. "Review of segmentation process in consumer markets," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 61(4), pages 1215-1224.
    4. Abeer A. Mahrous & Rania S. Hussein, 2012. "Levels Of Facebook Use: Evidence From Egypt," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 5(3), pages 43-55.
    5. Abdul Kadir Othman & Lailatul Faizah Abu Hassan & Muhammad Iskandar Hamzah & Amirun Razin Razali & Mohamad Amir Shah Saim & Mohd Safwan Ramli & Muhammad Amir Osman & Mohamad Amirul Anbia Azhar, 2019. "The Influence of Social Commerce Factors on Customer Intention to Purchase," Asian Themes in Social Sciences Research, Knowledge Press, vol. 3(1), pages 1-10.
    6. Pandey, Shweta & Chawla, Deepak, 2014. "E-lifestyles of Indian online shoppers: A scale validation," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 1068-1074.
    7. Quach, Thu Nguyen & Thaichon, Paramaporn & Jebarajakirthy, Charles, 2016. "Internet service providers' service quality and its effect on customer loyalty of different usage patterns," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 104-113.
    8. Thaichon, Paramaporn & Lobo, Antonio & Prentice, Catherine & Quach, Thu Nguyen, 2014. "The development of service quality dimensions for internet service providers: Retaining customers of different usage patterns," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 1047-1058.
    9. Elena Damian & Erik Van Ingen, 2014. "Social Network Site Usage and Personal Relations of Migrants," Societies, MDPI, vol. 4(4), pages 1-14, November.
    10. Zhuojun Gu & Ravi Bapna & Jason Chan & Alok Gupta, 2022. "Measuring the Impact of Crowdsourcing Features on Mobile App User Engagement and Retention: A Randomized Field Experiment," Management Science, INFORMS, vol. 68(2), pages 1297-1329, February.
    11. Shubham Goswami & Shagufta Khan, 2015. "Impact of Consumer Decision-making Styles on Online Apparel Consumption in India," Vision, , vol. 19(4), pages 303-311, December.
    12. Yong Liu & Manting Li & Juanjuan Zhao & Haidong Yu, 2019. "Responding to environmental pollution-related online posts: behavior of Web surfers and its influencing factors," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 21(6), pages 2931-2943, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:globus:v:24:y:2023:i:3:p:417-432. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: http://www.imi.edu/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.