The Influence of Online Advertisement
The Influence of Online Advertisement Introduction Background of the Study Does online advertising significantly influence students of the University of the East-Caloocan in patronizing local product? There have been many studies that focus on online advertisements in local products. 8 of these studies are examined by the group. 5 of these studies represent the growth of the online advertisements. 3 of these studies indicate the behavioural intention and negativity of online ad. The studies of Ha (2008).
Tang & Chi, (2005), Mccoy et al (2008), Galletta (2004) Goldfarb & Tucker (2010), represent the growth of the online advertisements. The studies of Kugel, Havlena, Graham (2004), Wu (2007), Carlon, Ryan, Weledniger (2000), indicate the behavioral intention and negativity of online ad. Exposure to an online advertisement has value that can be thought to the students of UE Caloocan. Statement of the Problem This study attempts to answer the question: Does online advertising significantly influence students of the University of the East-Caloocan in patronizing local product?
Specifically, this study attempts to answer the following questions: 1. Does online advertising significantly influence students of the University of the East-Caloocan in patronizing local food? 2. Does online advertising significantly influence students of the University of the East-Caloocan in patronizing local clothing? 3. Does online advertising significantly influence students of the University of the East-Caloocan in patronizing local jewelry? 4. Does online advertising significantly influence students of the University of the East-Caloocan in patronizing local personal care?
Significance of the Study This study is significant to the Academe, Advertisers, and Entrepreneur. It is Important to the Academe because the outcome of the study can be a source of information of the future students that will make a similar study. Apparently, this is significant to the Advertisers, to know the effectiveness and use this study as reference and for them to make an analysis base on the present studies about online ads. In line with this, this is important to the Entrepreneurs to design new way of selling products to see the difference between selling online and going to the mall to shop.
Scope and Limitation The study covers the online advertisement local product. This means that only local food, clothing, jewelry, personal care. This does not include cellphones, computers etc. The respondents would be UE Caloocan college students from College of Arts and Sciences and College of Fine Arts. This study is expected to be resolved until the end of the second semester, Academic year 2010-2011. References: Gold farb, Avi & Tucker, Catherine ( February, 2010). Online display Advertising Targeting and Obstrusiveness http://www. rotman. utoronto. a/~agoldfarb/GoldfarbTucker-intrusiveness. pdf Mccoy et al. (December, 2004). A Study of the Effects of Online Advertising: A Focus on Pop-Up and In-Line Ads http://interruptions. net/literature/McCoy-HCIRMIS04. pdf Chi, Wen hai & Tang, Wen- Tze (2005, March). The Role of trust In Customer Online Shopping Behavior: Perspective of technology Acceptance Model http://www. casos. cs. cmu. edu/events/conferences/2005/2005_proceedings/Tang. pdf Pearson, Michael & Green, David (2004, December). A Confirmatory Factor Analysis of Two Web Site Usability Instruments. ttp://www. linknet1. com/sighci/Research/ICIS2004/SIGHCI_2004_Proceedings_paper_4. pdf Wu, Guohua, (2007). Applying the rossiter-percy grid to online advertising planning: the role of product/brand type in previsit intentions. http://jiad. org/article95 Kugel, Christian, Havlena, Bill & Graham Jeffrey (April, 2004). Decay Effects in Online Advertising: Quantifying the Impact of Time Since Last Exposure. http://www. dynamiclogic. com/na/research/industry_presentations/docs/Starcom_Dynamic_Logic_Decay. pdf Carlon, Michael, Ryan, Marc, Risa, Weledniger (October, 2000).
The five Golden Rules of Online branding. http://www. dynamiclogic. com/DL_5gold_rules. pdf Ha, Luisa (2008). Online Advertising Research in Advertising Online Journals. Review. http://www. britannica. com/bps/additionalcontent/18/32183306/Online-Advertising-Research-in-Advertising-Journals-A-Review Chapter 2 Framework of the Study This chapter presents a review of literature related to this study, the theoretical and conceptual framework and hypotheses of this study, and a definition of special terms used in this study. Review of Related Studies
A total of 9 studies related to the present study are reviewed in this section. Of the 9 studies, 2 have found that online advertisements significantly influence consumers in purchasing a product. While 7 have found that online advertisements do not significantly influence consumers in purchasing a product. The study of Desmond Minh Hou Poh shows that the findings suggest that the traditional advertising hierarchy of effects model is relevant in the online marketing environment, and that investment in online marketing communication can be evaluated using this stable and reliable method.
It is, however, suggested that further research is needed to improve . (Minh Hou Poh, n. d. ) The remaining seven explains why online advertisements do not significantly influence consumers in purchasing a product. It explores the aptitude and potential of these applications as influencers of customer behavior and marketing instruments. Based on research findings and field experiences the article identifies the main ways corporations can use the social media as strategic marketing instruments. (Constantinides,2004:online) The study of Fangfang Diao and Shyam Sundar esults fully supported the proposition that pop-up ads elicit orienting responses. Ad recognition was lower whereas ad recall was higher for pop-up ads compared to banner ads. In addition to main effects, the data revealed several interaction effects, with implications for theory. (Diao & Sundar,2004) Online product communities have emerged as an important forum for customers to interact amongst themselves as well as with the firm. This study advances a new construct, online community experience (OCE) to enhance our understanding of customer interactions in such online product communities.
The study proposes a research model that focuses on the impact of customers’ online community experience on their product-related perceptions and attitudes. The model also identifies the antecedents or determinants of customers’ online community experience. (Nambisan,2004:online) Theoretical Framework The theory suggests that the mass media could influence a very large group of people directly and uniformly by ‘shooting’ or ‘injecting’ them with appropriate messages designed to trigger a desired response.
Both images used to express this theory (a bullet and a needle) suggest a powerful and direct flow of information from the sender to the receiver. The bullet theory graphically suggests that the message is a bullet, fired from the “media gun” into the viewer’s “head”. With similarly emotive imagery the hypodermic needle model suggests that media messages are injected straight into a passive audience which is immediately influenced by the message. They express the view that the media is a dangerous means of communicating an idea because the receiver or audience is powerless to resist the impact of the message.
There is no escape from the effect of the message in these models. The population is seen as a sitting duck. People are seen as passive and are seen as having a lot media material “shot” at them. People end up thinking what they are told because there is no other source of information. New assessments that the Magic Bullet Theory was not accurate came out of election studies in “The People’s Choice,” (Lazarsfeld, Berelson and Gaudet, 1944/1968). The project was conducted during the election of Franklin D. Roosevelt in 1940