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Home > Volume 46, Issue 8, August 2016 > Farhan
Exploring Factors Affecting the Effectiveness of Web­Advertising
Mohd. Farhan *, Anish Yousaf
Affiliations
Assistant Professor, School of Business, Lovely Professional University, Phagwara ­144 411,
Punjab, India
DOI: 10.17010/ijom/2016/v46/i8/99295
Abstract
Social media sites allow companies to enhance customer interaction to a more personal level and
enable businesses to build closer relationships with their customers as well as expand the market
to the customers whom they could not reach before. For marketers, assessing the effectiveness of
their ads on social networking sites is an important area. They need to have a good understanding
of factors that can help them to design effective web­ads for gaining maximum profit. The aim of
this paper was to explore important factors from customers' point­of­view for effective web­ads
placed on various social networking sites. Purposive sampling was used to collect data with the
help of structured questionnaire and factor analysis was used for data analysis. Results of the
study revealed five factors which are important for any web­ad to make it more attractive to the
target customers. These five factors are named as Web­ad placement, Web­ad Presentation, Web­
ad Content, Celebrity in Web­ad, and Web­ad Duration.
Keywords
Web­Ads, Facebook, Twitter, Factor Analysis, Social Media
Publishing Chronology
Paper Submission Date : October 24, 2015 ; Paper sent back for Revision : February 4, 2016 ; Paper
Acceptance Date : April 1, 2016.
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2. 8/9/2016 Exploring Factors Affecting the Effectiveness of Web­Advertising | Farhan | Indian Journal of Marketing
http://www.indianjournalofmarketing.com/index.php/ijom/article/view/99295 2/2
Retailing: A Case Study of
Mysore
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08­17
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DOI: http://dx.doi.org/10.17010/ijom%2F2016%2Fv46%2Fi8%2F99295
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