Supervisors info:
Λάζαρης Απόστολος, Δόκτωρ, Τμήμα Οικονομικών Επιστημών, ΕΚΠΑ
Summary:
The purpose of this dissertation was to analyze online advertising and its impact on individual consumer behavior. It was divided into a theoretical and a research part.
More specifically, in the theoretical part, a review and analysis of the literature on the types, characteristics, advantages and effects of online advertising, as well as the behaviour of consumers and their attitude towards online advertising, the procedures that follow in order to make a purchase decision, as well as the factors that may influence them in terms of online advertising.
Then, in the research part, an attempt was made to examine the research questions that were asked in order to approach this issue. The research was conducted through a questionnaire on a sample of 414 people and the statistical analysis of the data obtained from the results of the research was carried out through SPSS (Superior Performance Software System), the most widespread program for statistical data analysis.
The research questions were aimed at investigating how often an ad is chosen according to its characteristics by consumers, as well as what role they can play in their intention to buy and in their ability to recall an advertising product, and also their attitude towards an online ad, both their impression of it and their demographics such as gender, age and educational background.
From the results of the analysis, the conclusions drawn showed that online advertising has little to medium effect on participants and is often judged as annoying, although it is considered more effective than other, traditional types of advertising. Furthermore, it has been shown that the morphological elements of online advertisements are related to the frequency of their choice by consumers, that message retrieval and purchase intention increase the better impression consumers have on online advertising and finally, that consumer demographics play a decisive role in their attitude towards this innovative type of advertising, with the finding that women have a more positive view than men, on online advertising.
Finally, future proposals for improving this research, addressed issues related to both the type of research and the circumstances of the time period conducted, as well as the ways in which the interview could be modified, introducing more factors to consider.
Keywords:
Advertising, Internet, Consumer, Behaviour
