Please use this identifier to cite or link to this item:
|Title:||Lebanese consumers : the perceptions of online advertising||Authors:||Abboud, Micheal
|Advisors:||Khayr Yaacoub, Hala||Subjects:||Internet advertising--Lebanon--Case studies||Issue Date:||2012||Abstract:||
This research aims to illustrate Lebanese consumers perceptions towards online advertising. In particular, it explores and studies the influence of online advertising on the buying process and determines what internet portals Lebanese consumers are mostly responsive to. In other words, this study measures the extent to which e-marketing is effective in Lebanon. For this purpose, a previously completed literature review is integrated with independently collected data analysis to present a conceptual framework of consumers who may positively or negatively perceive online advertisements in Lebanon. Quantitative analysis allows for the studys conclusions to be made. It was found that the third step in the buying process, evaluation of alternatives, is the most affected by online advertisements in Lebanon. Furthermore, while the younger Lebanese generations are more trusting towards social media web sites, the older generations trust search engines better. Moreover, poor internet quality was found to greatly hinder the effectiveness of online advertising in Lebanon. Data for this research was collected through a developed questionnaire. Results, conclusions, and future research guidance about the topic will clarifies and consolidates the claim of this paper.
Includes bibliographical references (p.74-79).
Supervised by Dr. Hala Khayr.
|URI:||https://scholarhub.balamand.edu.lb/handle/uob/3524||Rights:||This object is protected by copyright, and is made available here for research and educational purposes. Permission to reuse, publish, or reproduce the object beyond the personal and educational use exceptions must be obtained from the copyright holder||Ezproxy URL:||Link to full text||Type:||Project|
|Appears in Collections:||UOB Theses and Projects|
Show full item record
checked on Oct 23, 2021
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.