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2019•RePEc: Research Papers in EconomicsOpen access

INTERNET CONSUMERS' PERCEPTION OF ONLINE ADVERTISING

Alexandra Giuliana Andronic

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Abstract

Over the last 2 decades, the Internet has transformed our lives, becoming the most frequently used means of communication. Unlike traditional media, the Internet has also become a very important advertising tool thanks to its versatility, interactivity and ability to target relevant consumers. This article analyses consumers’ perception of online advertising, based on by research carried out on a sample of 50 participants. This paper will outline trends in the advertising environment in Romania.

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What this paper is about

Over the last 2 decades, the Internet has transformed our lives, becoming the most frequently used means of communication. Unlike traditional media, the Internet has also become a very important advertising tool thanks to its versatility, interactivity and ability to target relevant consumers. This article analyses consumers’ perception of online advertising, based on by research carried out on a sample of 50 participants. This paper will outline trends in the advertising environment in Romania.

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Available abstract

Over the last 2 decades, the Internet has transformed our lives, becoming the most frequently used means of communication. Unlike traditional media, the Internet has also become a very important advertising tool thanks to its versatility, interactivity and ability to target relevant consumers. This article analyses consumers’ perception of online advertising, based on by research carried out on a sample of 50 participants. This paper will outline trends in the advertising environment in Romania.

Key concepts: Advertising, Perception, Online advertising, Business, The Internet, Marketing, Psychology, Computer science

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