Title: Factors influencing practice of e-advertising through web channel: a comparative study between Ethiopia and India

Authors: A. Suresh Kumar; A. Deivasree Anbu; D. Barani Kumar

Addresses: Department of Management, College of Business and Economics, Oda Bultum University, Chiro, Ethiopia ' Department of Management, College of Business and Economics, Oda Bultum University, Chiro, Ethiopia ' School of Management, Presidency University, Bengaluru, India

Abstract: E-advertisement is a media that hits a pool of people who most of their time goes across the internet. These considerations include browsing mode, page viewing time, web page context factors, including the complexity of text and pages, and banner advertising type. The purpose of this study is to examine the factors that influence e-advertising through web channel in Ethiopia and India and to learn about the features of e-advertising on the internet. The required data were collected via Google form. The questionnaire contains about e-advertising considerations on the web channel. Primary data is collected from internet consumer through Google form.

Keywords: e-advertisement; internet marketing; e-consumer; web channel and e-consumer behaviour; Ethiopia; India.

DOI: 10.1504/IJICBM.2024.143906

International Journal of Indian Culture and Business Management, 2024 Vol.33 No.4, pp.570 - 582

Received: 13 May 2023
Accepted: 18 Jun 2023
Published online: 13 Jan 2025 *

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