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Information Technology Journal

Year: 2006 | Volume: 5 | Issue: 5 | Page No.: 868-875
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Authors

Ahasanul Haque

Arun Kumer Tarofder

Shameem Al Mahmud

Keywords

Internet is a hybrid medium which can combine all three identified communication strategies including mass communication, interpersonal communication and machine underactivity communication. However, the creative variables that are related to successful branding through internet advertisement (IA) have yet to be validated quantitatively. This study adds to the growing body of literature on brand building by examining how some facilities of Internet Advertisement which have impact on brand building. The proposed characteristics of Internet Advertise which have been selected to identify the impact on brand building namely, customization facility, purchasing facility, style of Internet Advertisement, quick feedback and image of Internet Advertisement. The data was collected from different areas in Malaysia, among different type of respondents who used internet before. A total number of 591 responses have been finalized for the analysis. Multiples regression was employed as major analysis to test hypotheses. The present investigation was demonstrated that different styles of Internet Advertisement enhance the potentiality of IA. In addition, quick feedback also has significant effect on brand building. Surprisingly, image and purchasing capabilities have negative effect on brand building. It could be due to customers reluctant to purchase instantly after watching internet advertising.
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