Browsing by Author "BHANDARI, PARSUNA"

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    BEHAVIORAL ADVERTISING AND ANTECEDENTS INFLUENCING ONLINE ADVERTISING AVOIDANCE
    (2022-09) BHANDARI, PARSUNA
    The internet has started replacing mass media as the most powerful platform for most businesses to communicate their marketing messages and position their goods and services.(Jayasuriya, Udadeniya & Yalegama, 2021). The advertising industry is inevitably impacted by rapid technological advancements. The blowout of information and communication technology made it possible to use internet-based services for communication activities. Though mass communication is useful in informing and creating awareness for effective communication there must be a common link between the consumer and the communication message. Thus, personalized communication is fruitful to reach target customers (Jelena S, Bojana R. 2014).