Online Advertising Strategies in Indian and Australian E-Commerce Companies: A Comparative Study

Review Of Literature

Hadija Z, Barnes S. B. and Hair N (2012) undertook a research study entitled “Why we ignore social networking advertising?” In this research, the authors attempted to investigate perceptions of online advertisements for college students. Authors used Zaltman Metaphor Elicitation Technique (ZMET) that helped them to interview 20 college students and the selected respondents were exposed to online advertisements that were able to reveal perceptions of online advertisements. Findings highlighted that respondents failed to dislike online advertisements that were shown to them by researchers.

Kumar, Mangla, Luthra, Rana and Dwivedi (2018) conducted a research study entitled “Predicting changing pattern: building model for consumer decision making in digital market”. This research study attempted to investigate the changing consumer behaviour of Indian consumers in the light of digital era. This study included two phases; in the first phase, authors review previous literature for identifying important factors causing major changes in consumer behaviour in India. The second phase of this research consisted Analytic Hierarchy Process (AHP) that helped the authors to weigh the finalized factors. Findings indicated that consumers were found to be influenced by innovative and branded products.

Research Methodology

Research may be conceptualized as “a scientific enquiry into a pre-existing problem in any branch of science” (Naidoo, 2011). In other words, research may be defined as “the search for knowledge or search for pertinent information on a given topic” (Kothari 2004). According to Clifford Woody, “the process of research includes various steps like problem identification, reviewing the related literature, development of hypothesis, collecting and analyzing data, making interpretations and finding appropriate conclusions”. The key characteristics of a research study are: “to gain familiarity with a phenomenon and to gain new insights into it”; “to portray accurately the characteristics of a particular individual, situation or a group”; and “to examine the causal relationships between variables”.