Title: E-advertising: a conceptual framework of opportunities offered, and challenges posed to the consumers

Authors: Sarika Ahlluwalia; Seema Singh

Addresses: Gitarattan International Business School, Rohini, New Delhi, India ' Institute of Management Studies and Research (IMSAR), Maharishi Dayanand University (MDU), Rohtak, India

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.

Keywords: challenges; consumers; e-advertising; internet; opportunities; perception.

DOI: 10.1504/IJBEX.2022.121632

International Journal of Business Excellence, 2022 Vol.26 No.1, pp.1 - 19

Published online: 21 Mar 2022 *

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