BEHAVIORAL ADVERTISING AND ANTECEDENTS INFLUENCING ONLINE ADVERTISING AVOIDANCE

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dc.contributor.authorBHANDARI, PARSUNA
dc.date.accessioned2022-10-13T07:35:05Z
dc.date.available2022-10-13T07:35:05Z
dc.date.issued2022-09
dc.descriptionThe 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).en_US
dc.description.abstractThe 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).en_US
dc.identifier.urihttps://hdl.handle.net/20.500.14540/12922
dc.language.isoenen_US
dc.subjectONLINE ADVERTISING AVOIDANCEen_US
dc.subjectADVERTISING AND ANTECEDENTS INFLUENCINGen_US
dc.titleBEHAVIORAL ADVERTISING AND ANTECEDENTS INFLUENCING ONLINE ADVERTISING AVOIDANCEen_US
dc.typeThesisen_US
local.academic.levelMastersen_US
local.institute.titleSchool of Managementen_US
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