IMPACT OF ONLINE ADVERTISEMENT CHARACTERISTICS ON PURCHASE INTENTION IN KARACHI

dc.contributor.author	UROOJ SIDDIQUI, Reg # 22707
dc.date.accessioned	2017-11-10T05:10:56Z
dc.date.available	2017-11-10T05:10:56Z
dc.date.issued	2015-09
dc.identifier.uri	http://hdl.handle.net/123456789/4878
dc.description	Supervised By Sir. Mansoor Zakir	en_US
dc.description.abstract	Purpose: Online advertising is a fresh channel for marketers and advertisers to create awareness recognition and build their brand image. The puipose of this study was to examine the effect of online ad characteristics on consumers’ purchase intention in the city of Karachi. The online characteristics are Pictorial content, multimedia, written content and location/placement of ad on the desktop website. Methodology: The sample size was 150. The data was collected through electronic questionnaires. For analysis, correlation technique was used. Findings: The findings showed a positive relationship between the online ad characteristics and consumer purchase intention.	en_US
dc.language.iso	en	en_US
dc.publisher	Bahria University Karachi Campus	en_US
dc.relation.ispartofseries	MBA;495
dc.subject	Online advertising characteristics/features, Picture/Pictorial content, Multimedia, Written content, Location/Placement of Ad, Attitude towards online ad characteristics, subjective norm, Perceived behavioral control(PBC), Purchase Intention.	en_US
dc.title	IMPACT OF ONLINE ADVERTISEMENT CHARACTERISTICS ON PURCHASE INTENTION IN KARACHI	en_US
dc.type	Thesis	en_US