Please use this identifier to cite or link to this item:
https://elibrary.tucl.edu.np/handle/123456789/12922
Title: | BEHAVIORAL ADVERTISING AND ANTECEDENTS INFLUENCING ONLINE ADVERTISING AVOIDANCE |
Authors: | BHANDARI, PARSUNA |
Keywords: | ONLINE ADVERTISING AVOIDANCE;ADVERTISING AND ANTECEDENTS INFLUENCING |
Issue Date: | Sep-2022 |
Institute Name: | School of Management |
Level: | Masters |
Abstract: | 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). |
Description: | 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). |
URI: | https://elibrary.tucl.edu.np/handle/123456789/12922 |
Appears in Collections: | General Management |
Files in This Item:
File | Description | Size | Format | |
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Parsuna Bhandari_3.pdf | A Graduate Research Report Submitted in partial fulfillment of the requirements for the degree of MBA | 626.44 kB | Adobe PDF | View/Open |
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