The role of internet advertizing in shaping purchasing behaviors

The Role of Internet Advertising In Shaping Purchasing Behaviors in Hong Kong Background of the study The internet has grown into a crucial source of information for the entire population.
1. Analyzing the status of internet marketing in Honk Kong
2. To examine the effectiveness of internet marketing at Hong Kong
3. To examine the behavior and the viewpoints of consumers, towards internet marketing
Literature Review
Online advertising in Hong Kong
Nielsen’s AdRelevance publication of 2008 noted that the amounts spent on internet advertising in Hong Kong are in the range of HK$ 172 million, for the opening quarter of 2008. Of the total expenditure, electrical and computer appliances grouping contributed the most, giving a total of HK$ 30 million. During this quarter of 2008, more than 1000 advertisers advertised their wares over the internet: 5. 5 billion internet advertising impressions and 2800 campaigns.
Internet advertising is the mode of promotion, which uses the World Wide Web to communicate marketing messages, intended at attracting customers. Internet advertising is anticipated to grow by 17. 4%. This model is expected to overtake advertising over the TV.
The impact of advertising on Customer behavior
Previous studies show that advertising – directly or indirectly influences the purchasing behavior of consumers. According to Mehta (67-69) customers with a fair outlook towards advertising are more likely to be influenced by advertising – into making purchases.
The inquiry will be qualitative in nature: it will capture the qualitative data captured from the informants, to present the facts, as to the subject, as it exists and as it takes places within the marketing context.
Data collection method
Primary data will be collected using the questionnaire method. The questionnaire tools will be disseminated to the study population. Secondary data will be collected through the review of different sources, journals, researches, and online libraries: Questia, Ebsco and Science Direct.
Sample population
A total of 250 informants will be reached during the study. These subjects will be selected based on convenience sampling, which is a non-probability sampling method, where study subjects are chosen on the basis of convenience to the study. For this reason, the sample selection exercise will be easy (Anderson et al. 53-55).
Inclusion Criteria
a) 15 years and above
b) Hong Kong citizens or residents for a considerable duration
c) Active users of the internet
The researchers will place invitations on the internet (online and offline). Over the internet, social networking sites and forums, this will be used to attract the respondents for the study. The questionnaire will be distributed to the respondents through posting on websites or emailing them. The researchers will also recruit internet users from computer shops and different convenience stores.
Works Cited
Anderson, Eugene, Fornell, Claes, and Lehmann Donald. “ Customer satisfaction, market share, and profitability: findings from Sweden”. Journal of Marketing 58. 2 (1994): 53 – 55.
Faber, Ronald, Lee, Mira, and Nan Xiaoli. “ Advertising and the consumer information environment online”. American Behavioral Scientist 48. 4 (2004): 447-450.
Gladwell, Malcolm. The Science of Shopping. The New Yorker, 2012. Web. 4 Nov. 2012.
Johnson, Steven. Its All About Us. Time magazine, 2012. Web. 4 Nov. 2012.
Mehta, Abhilasha. “ Advertising attitudes and advertising effectiveness”. Journal of Advertising Research 40 (2000): 67 – 69.
Twitchell, James. What We Are to Advertisers. Compforconverseeng101. blogspot. com. Web 4 Nov. 2012
Wang, Ying, and Sun Xiaojing. “ Assessing beliefs, attitudes, and behavioral responses toward online advertising in three countries”. International Business Review 19. 4 (2010): 333 – 344.