2016 |
Volume 5 |
Issue Issue 4
Effect of Digital Advertising and Marketing on Consumers Attitude in Automobile Sector
1.
Kunal Kumar Sinha
– Birla Institute Of Technology, Ranchi, Jharkhand, India
2.
Sandeep Nath Sahdeo
– Birla Institute Of Technology, Ranchi, Jharkhand, India
3.
Abhaya Ranjan Srivastava
– Birla Institute Of Technology, Ranchi, Jharkhand, India
Received
27-Dec-2016
|
Accepted
-
|
Published
27-Dec-2016
|
Abstract
The present article investigates the consumer attitude towards digital advertising in Indian automobile sector. Consumer behavior 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 behavior 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
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