Influence of Advertising for Purchase of Online Products on Youth in India

Maddodi, Balakrishna Chetana and Shetty, Dasharathraj K and Maddodi, Balakrishna (2019) Influence of Advertising for Purchase of Online Products on Youth in India. Journal of Advanced Research in Dynamical and Control Systems, 1824 (1833). pp. 1824-1833. ISSN 1943-023X

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Facebook has over 1.69 billion users; this has made Businesses prefer advertising on Facebook. It is very easy and reasonable to advertise on Facebook. A business owner can customize his/her advert, set a parameter for the ad to be displayed, choose his/her viewers, set a time limit for the display of the ad, et cetera. Youth are defined as those aged 15 to 29 according to Indian National Youth policy of 2014(Ministry Youth affairs and Sports Government of India). The 2011 census counted 563 million young people from 10-35 according to 12th five year plan of India (2013). This paper presents the results of an exploratory research conducted to identify the influence of Facebook adverts on the Indian users and their buying behavior towards the advertised products. This paper concludes by providing a set of research questions that can be used to conduct an in-depth study to determine the impact of Facebook adverts on the Indian Youth and their buying behavior.

Item Type: Article
Uncontrolled Keywords: Facebook, Advertising, Social Media, Convenience Sampling, Digital Marketing, and Facebook Demography
Subjects: Engineering > MIT Manipal > Civil Engineering
Engineering > MIT Manipal > Humanities and Management
Depositing User: MIT Library
Date Deposited: 08 Jun 2019 05:22
Last Modified: 08 Jun 2019 05:22

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