BEHAVIORAL ADVERTISING AND ANTECEDENTS INFLUENCING ONLINE ADVERTISING AVOIDANCE
dc.contributor.author | BHANDARI, PARSUNA | |
dc.date.accessioned | 2022-10-13T07:35:05Z | |
dc.date.available | 2022-10-13T07:35:05Z | |
dc.date.issued | 2022-09 | |
dc.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). | en_US |
dc.description.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). | en_US |
dc.identifier.uri | https://hdl.handle.net/20.500.14540/12922 | |
dc.language.iso | en | en_US |
dc.subject | ONLINE ADVERTISING AVOIDANCE | en_US |
dc.subject | ADVERTISING AND ANTECEDENTS INFLUENCING | en_US |
dc.title | BEHAVIORAL ADVERTISING AND ANTECEDENTS INFLUENCING ONLINE ADVERTISING AVOIDANCE | en_US |
dc.type | Thesis | en_US |
local.academic.level | Masters | en_US |
local.institute.title | School of Management | en_US |
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