Attitude of young adults towards online advertising

Abstract

In the 21st Century Internet advertising is seen as important medium in reaching out to consumers. Internet users are increasing around the world as almost all the transactions can be done through online. Thus, online advertisers need to understand the peoples’ attitude towards online advertising in order to create effective online advertising. The main aim of this research is to study young adults’ attitude towards online advertising. Besides, this work also studies the association between attitude level and selected socio demographic variable. Statistical Packages for Social Science (SPSS) version 23.0 is used to analyze 50 sets of questionnaires collected from the respondents. This research revealed that 90% of the young adults had positive attitude towards online advertising. This study also revealed that there is no statistically significant association between attitude and sex (P= 0.187), age (P=0.091) and economic status (P=0.774).   Key words: Attitude, online advertising, network.