Abstract:
Purpose: Online advertising is a fresh channel for marketers and advertisers to create
awareness recognition and build their brand image. The puipose ofthis 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.
