CONSTRUCTIVE IMPACTS OF ONLINE ADVERTISEMENTS ON COMMERCIAL PRODUCTS – A GENDER BASED PERCEPTIONAL ANALYSIS AMONG THE TEENAGERS IN TAMIL NADU

Dr. K. PONGIANNAN; S. SIVANESHWARAN

Volume : IV, Issue : IX, September - 2015

CONSTRUCTIVE IMPACTS OF ONLINE ADVERTISEMENTS ON COMMERCIAL PRODUCTS – A GENDER BASED PERCEPTIONAL ANALYSIS AMONG THE TEENAGERS IN TAMIL NADU

Dr. K. Pongiannan, S. Sivaneshwaran

Abstract :

Online advertising is often disguised as a form of entertainment, and it can therefore often be hard to identify an advertisement as promotional. The Internet is an advertising medium that frequently makes use of and incentives (such as and mascots, membership in clubs, crafts activities, online games, free samples, extra material for free download or distribution) to influence children to favor the products being promoted. With the advent of information technology and massive growth in multimedia concepts, the internet has the ability to support a variety of online advertising formats (Rodgers & Thorson, 2000). According to Wolin, Korgaonkar, & Lund (2002), &sbquo;web advertising’s oad format consists of commercial content paid for by sponsors, designed for audiences, delivered by video, print, audio, graphics or animation. All these online advertising formats can be a good source of information for making purchase decision. Further, in every one’s life internet becomes emerging media for information and entertainment. Almost all demographic groups of people availing the internet facility and they come across with online advertisements while surfing internet. This will ultimately raise a question whether the online advertisements creates any impacts. Though there are many people using internet for information gathering, entertainment, chatting, exchanging information and ideas, buying and selling of products and services, teenagers are mostly attracted by internet sophistications. Hence, this paper signifies the impact of online advertisements on commercial products among the teenagers. For this purpose a well structured questionnaire was used as tool for collecting data from the teenagers being the target group of respondents. Accordingly, questionnaire was administered to 2500 respondents with a yielding rate of 80.04 % (2001 usable Questionnaires). The geographical area of Tamil Nadu State in India was used as the sampling area. The questionnaire was administered in person to students in identified schools and colleges all over Tamil Nadu. Also, Snowball Sampling Technique was used to collect data from respondents who are stationed far away from the researcher. The data used for the purpose of this study were collected for a period of 6 months from 1st July 2014 to 31st December 2014. The collected data were subjected to statistical analysis using Frequency analysis, Chi–Square test, and Kruskal Wallis test. From the statistical analysis, it is clear that, teenagers’ attitude is neutral about the impact of online advertisement and their subsequent purchase of product advertised through online. Further, it is inferred from the study that the respondents do not differ significantly based on gender on the statements like reliability of online advertisements as a source of information, purchase of the product which are advertised online and sh� of gathered information from online advertising with others.