Consumer views towards digital advertising

Abstract

The phenomenal growth of the global network, as well as Internet penetration, has provided an unquestionably beneficial route for marketers and business owners to obtain low advertising costs and significant advertising revenue. Today, marketers released a significant number of adverts, which resulted in unfavorable effects on users. This study looks at current Internet advertisements and the detrimental consequences they have on Web users. The purpose of this research is to examine the online aspects that influence Internet users' perceptions and attitudes toward advertising. The online study was carried out among 150 active Internet users from Indian public universities. The statistics show a tremendous increase in online advertising over the last 4–5 years. The majority of respondents find online advertisements distracting/intrusive, demonstrating that almost all privacy concerns on the Internet and social media are unfounded.