The impact of demographic and personal features on attitude towards online advertising in e-commerce industries

Abstract

The aim of the study is to investigate the influence of demographic factors and customers’ personal characteristics on their attitude toward online advertising in ecommerce industries. In the study, we significantly focused on two generational cohorts such as Millennials and Generation X. For this purpose, we did a literature review for online advertising in social media and factors which influence the perception of online advertising. In order to investigate our problem, we used multiple linear regression with dummy variables. Findings showed that such demographic factors as age, gender, income and such personal characteristics as reserved, lazy, sociable, attractive, and attentive person are significant and affect customer’s attitude toward online advertising. However, factors showed different effects in such e-commerce industries as Health & Beauty and Console & Video Games. Thus, the results proved that the company can get the benefit from making more online ads if the company adjust its marketing and targeting strategy to the specificity of industry and consider these factors.