Document Types
Business Presentation
Research Advisor (Last Name, First Name, Middle Initial)
Generie M. Manuel
Abstract/Executive Summary
Online advertisements have been embedded in videos or the software applications that individuals are exposed to that aims to persuade consumers to buy products or services. However, there is a need to know what exactly about online ads makes them persuasive to consumers. This research presented some factors of online ads to the respondents that affect consumer behavior the most, while also ascertaining if they do influence the consumers purchasing behavior. This study underwent a quantitative method approach using simple percentage analysis. A survey was distributed to the ABM SHS of DLSU-IS A.Y. 2021-2022 that had questions answered by a Likert scale to measure their level of agreement towards statements about certain factors like the ads’ appearance, the information it contains, or the personality endorsing it. The data gathered was analyzed using simple percentage analysis. The results showed that most respondents lean towards agreeing that the given factors do affect their consumer behavior since the compiled results showed a positive level of agreement towards each of the survey statements. Furthermore, the results revealed that the ads’ information was the most influential factor while personality was the least. In conclusion, the ABM SHS of DLSU-IS find ads that are informative rather than celebrity-endorsed ones to be more effective in affecting their purchasing behavior.
Keywords
online advertisements; consumer behavior; factors; percentage analysis; likert scale
Research Theme (for Paper Presentation and Poster Presentation submissions only)
Business Research
Included in
Factors of Online Advertisements That Affect Concumer Behavior of the ABM SHS of DLSU-IS A.Y. 2021-2022
Online advertisements have been embedded in videos or the software applications that individuals are exposed to that aims to persuade consumers to buy products or services. However, there is a need to know what exactly about online ads makes them persuasive to consumers. This research presented some factors of online ads to the respondents that affect consumer behavior the most, while also ascertaining if they do influence the consumers purchasing behavior. This study underwent a quantitative method approach using simple percentage analysis. A survey was distributed to the ABM SHS of DLSU-IS A.Y. 2021-2022 that had questions answered by a Likert scale to measure their level of agreement towards statements about certain factors like the ads’ appearance, the information it contains, or the personality endorsing it. The data gathered was analyzed using simple percentage analysis. The results showed that most respondents lean towards agreeing that the given factors do affect their consumer behavior since the compiled results showed a positive level of agreement towards each of the survey statements. Furthermore, the results revealed that the ads’ information was the most influential factor while personality was the least. In conclusion, the ABM SHS of DLSU-IS find ads that are informative rather than celebrity-endorsed ones to be more effective in affecting their purchasing behavior.
