工商管理论文：耐克的线上广告对消费者行为影响的工商管理研究.docxVIP

工商管理论文：耐克的线上广告对消费者行为影响的工商管理研究 本文是一篇工商管理论文，本研究将分析在线广告对年轻消费者市场的影响。这将有助于公司了解由于在线广告而影响千禧年购买行为的因素。  Chapter 1 Introduction   1.1 Research background  Online advertising can be referred as promoting products and services through information technology via computer networks or internet such as social media advertising, media ads, banners and email campaigns. Online advertising offers numerous advantages for the companies to influence the customer behaviour and improve the relationship with the customers changing their attitude, perceptions and brand loyalty. It also helps companies to increase their customer base and create competitive advantage in the market. Unlike traditional market where the reach of the customer is limited, online advertising creates an opportunity for the companies to reach a wide range of customers worldwide with low investment on marketing and promotional activities . According to research, more than 60% population in the world has an online presence with the majority of the users being millennial between the age group 20 to 35 years of age. Many companies are considering young people as an important part of their customer base and are developing advertisement campaigns to impact and influence their consumer behaviour as millennial are playing a crucial role in purchasing behaviour of their family.The online media is playing a vital role to develop a new portfolio for the young consumer segment to capture the market. China is one of the rapidly growing countries in the world economically. ......................   1.2 Research purpose and significance The key purpose of the study is to pursue analysis on online advertising done by the global organization named “Nike” and also in this context, the study emphasises on giving clarity to various types of consumer behaviour w