Please use this identifier to cite or link to this item: http://ir.lib.seu.ac.lk/handle/123456789/4954
Title: Impact of consumer attitudes on online advertising: hotel industry in Sri Lanka
Authors: Ayoobkhan, Ahamed Lebbe Mohamed
Nawaz, Samsudeen Sabraz
Haleem, Athambawa
Keywords: Online Advertising
Consumers’ Attitude
Entertainment
Value
Hotels in Sri Lanka
Issue Date: Jun-2020
Publisher: Innovare Academics Sciences Pvt. Ltd
Citation: Journal of Critical Reviews, 7(17): 691-705
Series/Report no.: 7;17
Abstract: Businesses have recognized that the Internet is the medium channel for promoting online advertising to consumers around the world. The attitude of end users plays an important role in creating effective online advertising. Hence, the objective of this study is to examine the key factors influencing consumers’ attitude towards online advertising in hotel businesses in Sri Lanka. An online survey was conducted to collect data from a sample of 150 people living in the Kandy district. The study revealed that key determinants such as information, entertainment, reliability, economy and value have a positive and significant impact on consumers' attitude towards online advertising in the hotel industry in Sri Lanka. The regression model was significant at 0.001 and the adjusted R2 of the fitted model was 0.642, indicating that 64.2% of the variance in online advertising is explained by independent variables. This research contributes to the existing knowledge by providing empirical support to explain consumers' attitude towards online advertising in hotel businesses in Sri Lanka, while adding value to various stakeholders. The fitted model and factors shall be applied to enhance the attitude of consumers in different domains in Sri Lanka
URI: http://ir.lib.seu.ac.lk/handle/123456789/4954
ISSN: 2394-5125
Appears in Collections:Research Articles

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