Repercussion of Personal Traits on the Overall Attitude about Online Advertisements – Empirical Forethoughts among Teenagers in Tamil Nadu, India

Abstract

Online advertisements are a type of advertisement that is broadcasted on the internet. In contrast to traditional advertising, online advertisements establish an interactive communication. Now-a-days, teenagers are frequently using the internet either for educational purposes or at least for entertainment. When the teenagers come across these online advertisements, their attitude about the advertisements is very important for the success of the advertisements. Hence, the present study analyses the overall attitude of teenagers about online advertisements based on gender, educational qualifications and age. To capture the responses from the teenagers being respondents of the study, a well-structured questionnaire was administered to 2500 respondents with a yielding rate of 80.04 % (2001 usable Questionnaires). The various factors such as general perception, advertising utility, indignity, price perceptions and regulation were captured on a five point scale and further classified into three groups namely favorable, neutral and unfavorable based on the total score. 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 regression analysis. It was found from the study, that the respondents do not differ in their attitude about online advertisements based on gender, educational qualifications and age.

Keywords: Internet, Online, Advertisements, Attitude, Teenagers