INDIAN CUSTOMERS PERCEPTIONS TOWARDS ADVERTISING

Purpose This study seeks to understand customers perceptions towards advertising in the online shopping and social networking Websites .This study explores Indian customers perceptions towards advertisements on the social networking and online shopping Websites. The support of advertisers is very important for the continuous growth of social networking and online shopping sites. Design/methodology The data for the present study has been collected primarily from secondary sources. The secondary data was acquired from IAB Reports, journals, and from some social networking websites. Finding The finding of this study is that customers have high levels of skepticism towards advertising and avoidance towards advertisements on online shopping and social networking sites Practical implications This study will help the advertisers and social networking sites for understanding the skeptical nature of consumers towards advertisements.