BEHAVIORAL ADVERTISING AND ANTECEDENTS INFLUENCING ONLINE ADVERTISING AVOIDANCE
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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).