Cognitive marketing and purchase decision with reference to pop up and banner advertisements

Title

Cognitive marketing and purchase decision with reference to pop up and banner advertisements

Creator

Krushali S.; Jojo N.; Anand Shankar Raja M.

Description

The aim of this research paper is to employ a mixed research approach and to check how the past data differs from the present and hence it uses an argument mapping to find the reality using focus group. Since genders have different opinion on pop-up and banner advertisements, two focus groups, one group consisting the female gender and the other focus group consisting the male respondents have been taken for the data collection. Small sample has been used for the argument mapping (N=45/Male) and (N=47/Female). A series of steps has been conducted in the argument mapping and relevant maps have been developed for drawing inference. It is found that, male have no patience to deal with the pop-up and banner advertisements but women are keener and patient enough to make the best use of these advertisements. On the other hand a questionnaire was framed from the variables found from the literature review and the same was distributed to both the genders and it was found collectively that though pop-up advertisements and banner advertisements are useful in some way, it is always considered to be a negative aspect. Misleading advertisements, data security scam are a few negative aspects of such advertisements and hence, there are a lot of ugly truth behind pop up and banner advertisements. The mixed research approach (triangulation) between the quantitative and qualitative is a new initiative taken by the researchers in this research and holds originality of the study. 2018 Academic Research Publishing Group.

Source

Journal of Social Sciences Research, Vol-4, No. 12, pp. 718-735.

Date

2018-01-01

Publisher

Academic Research Publishing Group

Subject

Banner advertisements; Consumers buying behavior; Pop-Up advertisements; Ugly truth

Coverage

Krushali S., Department of Commerce, CHRIST (Deemed to be university), Bengaluru, India; Jojo N., Department of Commerce, CHRIST (Deemed to be university), Bengaluru, India; Anand Shankar Raja M., Department of Commerce, CHRIST (Deemed to be university), Bengaluru, India

Rights

All Open Access; Gold Open Access

Relation

ISSN: 24136670

Format

Online

Language

English

Type

Article

Identifier

https://doi.org/10.32861/jssr.412.718.735

https://www.scopus.com/inward/record.uri?eid=2-s2.0-85060457242&doi=10.32861%2fjssr.412.718.735&partnerID=40&md5=5773f8ed260d6da4eecce8d357bf6b99