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

Sarika Ahlluwalia and Seema Singh

Global Business Review, 2023, vol. 24, issue 3, 417-432

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.

Keywords: Consumers; demographics; online advertising; Internet; perception (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:sae:globus:v:24:y:2023:i:3:p:417-432

DOI: 10.1177/0972150919897429

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