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Authors
Affiliations
1 Birla Institute of Technology, Ranchi, Jharkhand, IN
2 Department of Management, Birla institute of Technology, Ranchi, Jharkhand, IN
Source
International Journal of Marketing and Business Communication, Vol 5, No 4 (2016), Pagination: 35-43
Abstract
The present article investigates the consumer attitude towards digital advertising in Indian automobile sector. Consumer behaviour is changing fast as their purchase decisions are influenced through easily available online information; the consumer is shifting from the "push" to the "pull" world of commercial messaging. The article uses "Theory of planned behaviour" as the basic model to study the attitude of people towards digital advertising. The results of the study indicate that people have positive attitudes towards various aspects of digital advertising and marketing. However, they remain cynical about the technicality and authenticity of information available on digital channels. Digital advertising provide consumer a scope to compare various variables easily with its competitors.
Keywords
Digital Advertising, Attitude, Belief, Evaluation, Automobile.
