Exploring Consumer Attitudes Towards Digital Advertising: Insights and Trends

Abstract

E-commerce encompasses the process of transferring goods and services between buyers and sellers via the internet. With each passing year, new digital trends emerge, compelling marketers to stay abreast of these developments to efficiently adopt new technologies and maintain a competitive edge. Current trends include voice search, advanced graphing techniques, micro-interactions, virtual reality marketing, an increase in stories and live videos, as well as advancements in artificial intelligence and machine learning. Additionally, engagement-based email marketing, detailed lead profiling, browser push notifications, and personalized content are becoming increasingly important. This study aims to explore the theoretical framework of consumer perception towards online marketing, evaluate the effectiveness of online marketing among rural consumers in Karnataka, and assess the performance of the online market while identifying various opportunities and threats. Karnataka is divided into six regions based on geographical and demographic factors: Mysore Region, Coastal Region, Bombay Region, Hyderabad Region, Central Region, and BBMP. A sample design involving 1500 participants from these six divisions was utilized, with each division contributing 250 samples. The judgmental sampling method was employed for sample selection. Primary data collected from the respondents were coded, classified, and analysed using the Statistical Package for Social Sciences (SPSS Version 20). The analysis tools included descriptive statistics such as arithmetic mean and standard deviation.