Lebanese consumers : the perceptions of online advertising

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.