Factors Contributing to consumer attitudes towards online advertising in emerging Markets

Abstract

The trend of globalization that has been seen in the past decade or so in advertising and trade channels throughout emerging economies has unlocked the potential to create significant brand awareness. The idea is that brands stand & fall with their marketing activities since immense exposure is received by ads. The primary objective of this research was to explore the impacts of and emotional appeal type for advertisements within the Pakistani consumer & brand relationship structure. We have taken our sample size majority of University Students Graduate Program who are able to purchase according to their need. Data is being collected by survey through our adopted questionnaire & did the regression analysis. Two hundred (200) students from different educational institutions were chosen to participate in the study. The study concluded that credibility, pleasure, information, involvement and self-referencing when it comes to advertisements has a positive effect when we talk about a consumers' attitude towards online advertising. We can easily say that the findings of this study will help online advertisers better assess which elements have an impact on the consumer’s attitude towards a certain type of element within their marketing campaign. The results are extremely consistent within Pakistan as compared to other studies conducted for developed economies. One of the limitations in this study is that the only medium used to gauge consumer attitude is the domain of electronic media.