A study on gender wise response to online advertisements and its Impact
Internet revolution has led to the emergence of an e generation era, where every aspects of life are taken online. So is as the case with the business, where internet has widened the horizon of promotion through advertising. Online advertising is a universe in itself, with different ways to present the promotional message of company each with different level of effectiveness. The evolution of internet as an integral part of organization’s marketing efforts is because more and more consumers are going online for information search as well as purchase. It offers the capability to more closely and precisely measure the effect of advertising and other type of promotions. This paper is an attempt to fill the research gap in the area of online advertisement and thus to explore the attitudes of consumer towards online advertisement, the preference of content, attraction, and formats of online advertisement on consumer purchase decision. The study focuses on researching on gender influence on consumer attitudes and aimed to find out the effectiveness of online advertising. Data was collected mainly from primary sources and it determined the relationship between gender and other variables.