Submitted in Partial Fulfillment of the Requirements
Essay by Arban Sikander • March 12, 2019 • Thesis • 8,225 Words (33 Pages) • 1,160 Views
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A STUDY ON CONSUMER RESPONSE TO PAY
PER CLICK ADVERTISING
by
SHADAB KHAN
A thesis
submitted in partial fulfillment of the requirements
for the degree of Master of Business Administration
to Research Facilitation Unit – RFU,
Faculty of Business Administration,
Iqra University, Main campus,
Karachi
Karachi, Pakistan
APRIL, 2017
Acknowledgements
With the blessings of Almighty Allah who is most merciful and beneficial, I am very excited to present my little contribution to the expansion of some research. I am grateful to my supervisor Dr.M. Imtiaz Subhani, without his help, guidance and motivation this work would not have been possible. The commitment and dedication reflects my work in this thesis, which can be useful in the future.
I would like to thanks to all my teachers, friends, class fellows and those persons who helped me to complete this thesis. I am very hopeful that this thesis can be informative to other professionals.
Abstract
Advertising over the internet is always powerful as well as beneficial instrument which can reach billions of customers in a moment, it certainly useful tool for companies to growth their consumers for the goods Pay Per Click advertising is used for a number of channels and platforms and Per Click Advertising (PPC) has make it easy to use advertisement by the company. The study aims to examine the consumer response toward the pay per click advertisements. Pay per click advertisement was taken as independent variable while consumer response was taken as dependent variable Unrestricted Non- Probability simple sampling technique has been used to gather data from the targeted respondents. Questionnaire was developed on the basis of likert scale and total 280 respondents were surveyed through questionnaire for the study. One sample t-test technique was implied to examine the data and the results indicate that online advertising enables the company to communicate with customers online.
Table of Contents
S.NO. | DESCRIPTION | PAGE NO |
Acknowledgements…………………………......................... | ii | |
Abstract…………………………………............................... | iii | |
List of Tables…………………………………...................... | v | |
List of Figures……………………………………………… | vi | |
Chapter 1: Introduction……………………………………..
| 1 | |
Chapter 2: Literature Review……………………………… 2.1 Hypotheses………………………………………… | 4 | |
Chapter 3: Research Methods………………………………
3.2 Sampling Technique...………………………….… 3.3 Sample size...………………………………......... 3.4 Instrument of Data Collection…………………… 3.4.1 Validity and Reliability test………………… 3.5 Research Model developed…………………… 3.5.1 Statistical Technique…………………………… | 19 | |
Chapter 4: Results…………………………………………... 4.1 Findings and Interpretation of the result…………… 4.2 Hypotheses Assessment Summary………………… | 21 | |
Chapter 5: Discussions, Conclusion, Policy Implications and Future Research
| 26 | |
References………………………………………………….. | 28 | |
11 | Appendix……………………………………………………. | 32 |
List of Tables
S. No. | TABLE(S) | Page Number |
1. | 3.1 Reliability Statistics | 20 |
2. | 4.1 One-Sample Statistics | 21 |
3. | 4.2 One-Sample Test | 23 |
4. | 4.3 Hypotheses Assessment Summary Table | 24 |
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