E-advertising: a conceptual framework of opportunities offered, and challenges posed to the consumers Online publication date: Mon, 21-Mar-2022
by Sarika Ahlluwalia; Seema Singh
International Journal of Business Excellence (IJBEX), Vol. 26, No. 1, 2022
Abstract: The internet, with the ever-rising online traffic, is undoubtedly the most popular media. Marketers quickly realised the potential of the internet as an advertising medium and started using e-advertising with full conviction. The present study is a maiden attempt to conceptually develop a reliable and valid framework to measure consumers' perception of opportunities offered and challenges posed by e-advertising. Opportunities and challenges of e-advertising have been identified through extensive literature survey. Once these were identified, exploratory factor analysis was performed to identify the underlying factor structure. A purposive survey among 318 internet users in the NCR region was conducted. The results revealed that price effectiveness, consumer empowerment, accessibility, interactivity, transparency and personalisation are the perceived opportunities while bounded technical knowledge, privacy, ineffective regulatory framework, underdeveloped internet infrastructure and others are the perceived challenges of e-advertising.
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