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The Role of Internet Advertizing in Shaping Purchasing Behaviors in Hong Kong Name: Instructor: Course: Date: Abstract We live in a world where the role of media on consumer behavior is increasingly becoming common. From medium enterprises to multinational companies, these firms are spending billions of dollars in advertising their products, year in and year out…
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Download file to see previous pages The study objectives of this study include the analysis of the status of internet marketing in Hong Kong, to examine the effectiveness of internet marketing at Hong Kong, and to examine the behavior and the viewpoints of consumers, towards internet marketing (Anderson, Claes, & Lehmann 53). Introduction There is no doubt that the internet continues to shape consumer trends not only in Hong Kong, but also in the rest of the world. The internet has grown into a crucial source of information for the entire population. In response to this trend, and the growing influence of the internet, advertisers and marketers found it a useful tool to reach target consumers. Due to the integrated nature of the role of the internet in marketing, the effectiveness of online advertising has remained an issue of debate among consumers, scholars and advertisers (Charlesworth 33-334). This paper will be an analysis of the status of internet marketing in Hong Kong and its effectiveness in shaping purchasing behaviors of Hong Kong consumers. Basically, the paper will analyze the role played by internet advertizing in influencing Hong Kong’s consumer behavior. ...
ance publication of 2008 noted that the amounts spent on internet advertising in Hong Kong are in the range of HK$ 172 million, for the opening quarter of 2008. Of the total expenditure, electrical and computer appliances grouping contributed the most, giving a total of HK$ 30 million. During this quarter of 2008, more than 1000 advertisers advertised their wares over the internet: 5.5 billion internet-advertising impressions and 2800 campaigns. Previous studies show that advertising – directly or indirectly influences the purchasing behavior of consumers. According to Charlesworth, customers with a fair outlook towards advertising are more likely to be influenced by advertising – into making purchases (67-69). Undoubtedly, there are many types of advertisements, which people can use to advertise their products and services. Currently, internet advertising has proved to be the most effective method of marketing products. The emergence of the internet as a tool for marketing has so far proved to be one of the most effective methods of boosting consumer behavior. It is imperative to note that internet use began in 1980s and has since grown tremendously throughout the world. The emergence of new technologies such as fiber optics has even led to the increase of business opportunities, but its use as well. All over the world, over 150 million people use internet for various purposes, and the numbers keep on increasing each day. Today, through internet, the world has become a global village where consumers use the smallest gadgets—mobile phones—to buy products and services (Faber, Lee, and Xiaoli 447). From internet banking to money transfer to online purchasing, the internet has become a powerful device in the consumer industry. Various governments are busy putting ...Download file to see next pagesRead More
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