A Perceptual Study of Factors Affecting the Online Advertising

Online advertising is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers. This study examines how consumers perceive the Internet as an advertising medium. It explores the perception and attitudes of respondent toward major factors affecting the Online advertising. In order to review the relevant literature, research papers have been collected from the referred journals related to advertising, marketing and management. Qualitative approaches have been used in order to analyse and compare the main findings as well as applicability of the research papers. Hence, using an interpretative and critical approach through content analysis of the studies reviewed, the important measures viz. Research Methodology, Sample size, Respondents’ profile have been taken into account for further inquiry.