IMPACT AND EFFECTIVENESS OF ADVERTISING THROUGH POP UPS ON INTERNET ON YOUNG WORKING WOMEN’S BUYING BEHAVIOUR - A SCALE VALIDATION STUDY IN PUNE CITY

Abstract

Advertisements have been used for many years to influence the buying behaviors of the consumers. In today’s liberalized and globalized Indian economy, the utmost concern of advertisers is that of making advertising effective. Knowing about advertising effectiveness is very important for the marketers as large sums of money are poured into advertising. Now-a-days social media has created a huge buzz. On professional front, it has been widely used for acquiring markets by new business ventures. Many established organizations are undergoing operational change in their traditional practices in order to adapt to this online environment for promoting their products and services globally. The purpose of this research is to construct a scale to assess the efficacy of advertising effectiveness by pop ups in Indian market. The study therefore explores the influence of online advertising, especially popup ads on the purchase behavior of social media users. This particular research was conducted on the 200 young working females to check the influence of pop ups while accessing internet on their buying behavior while creating the awareness and building the perceptions. Correlation and regression analysis were used to identify the relationship between these variables. Both of these variables such as consumer awareness and consumer perceptions will motivate the consumer to buy a certain product, as there is a positive relationship present in between them.