ISSN 2394-5125
 

Review Article 


IMPACT OF CONSUMER ATTITUDES ON ONLINE ADVERTISING: HOTEL INDUSTRY IN SRI LANKA

Ahamed Lebbe Mohamed Ayoobkhan, Samsudeen Sabraz Nawaz, Athambawa Haleem.

Abstract
Businesses have recognized that the Internet is the medium channel for promoting online advertising
to consumers around the world. The attitude of end users plays an important role in creating effective online
advertising. Hence, the objective of this study is to examine the key factors influencing consumers’ attitude
towards online advertising in hotel businesses in Sri Lanka. An online survey was conducted to collect data from
a sample of 150 people living in the Kandy district. The study revealed that key determinants such as information,
entertainment, reliability, economy and value have a positive and significant impact on consumers' attitude
towards online advertising in the hotel industry in Sri Lanka. The regression model was significant at 0.001 and
the adjusted R2 of the fitted model was 0.642, indicating that 64.2% of the variance in online advertising is
explained by independent variables. This research contributes to the existing knowledge by providing empirical
support to explain consumers' attitude towards online advertising in hotel businesses in Sri Lanka, while adding
value to various stakeholders. The fitted model and factors shall be applied to enhance the attitude of consumers
in different domains in Sri Lanka.

Key words: Online Advertising, Consumers’ Attitude, Entertainment, Value, Hotels in Sri Lanka


 
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How to Cite this Article
Pubmed Style

Ahamed Lebbe Mohamed Ayoobkhan, Samsudeen Sabraz Nawaz, Athambawa Haleem. IMPACT OF CONSUMER ATTITUDES ON ONLINE ADVERTISING: HOTEL INDUSTRY IN SRI LANKA. JCR. 2020; 7(17): 691-705. doi:10.31838/jcr.07.17.92


Web Style

Ahamed Lebbe Mohamed Ayoobkhan, Samsudeen Sabraz Nawaz, Athambawa Haleem. IMPACT OF CONSUMER ATTITUDES ON ONLINE ADVERTISING: HOTEL INDUSTRY IN SRI LANKA. http://www.jcreview.com/?mno=20426 [Access: May 31, 2021]. doi:10.31838/jcr.07.17.92


AMA (American Medical Association) Style

Ahamed Lebbe Mohamed Ayoobkhan, Samsudeen Sabraz Nawaz, Athambawa Haleem. IMPACT OF CONSUMER ATTITUDES ON ONLINE ADVERTISING: HOTEL INDUSTRY IN SRI LANKA. JCR. 2020; 7(17): 691-705. doi:10.31838/jcr.07.17.92



Vancouver/ICMJE Style

Ahamed Lebbe Mohamed Ayoobkhan, Samsudeen Sabraz Nawaz, Athambawa Haleem. IMPACT OF CONSUMER ATTITUDES ON ONLINE ADVERTISING: HOTEL INDUSTRY IN SRI LANKA. JCR. (2020), [cited May 31, 2021]; 7(17): 691-705. doi:10.31838/jcr.07.17.92



Harvard Style

Ahamed Lebbe Mohamed Ayoobkhan, Samsudeen Sabraz Nawaz, Athambawa Haleem (2020) IMPACT OF CONSUMER ATTITUDES ON ONLINE ADVERTISING: HOTEL INDUSTRY IN SRI LANKA. JCR, 7 (17), 691-705. doi:10.31838/jcr.07.17.92



Turabian Style

Ahamed Lebbe Mohamed Ayoobkhan, Samsudeen Sabraz Nawaz, Athambawa Haleem. 2020. IMPACT OF CONSUMER ATTITUDES ON ONLINE ADVERTISING: HOTEL INDUSTRY IN SRI LANKA. Journal of Critical Reviews, 7 (17), 691-705. doi:10.31838/jcr.07.17.92



Chicago Style

Ahamed Lebbe Mohamed Ayoobkhan, Samsudeen Sabraz Nawaz, Athambawa Haleem. "IMPACT OF CONSUMER ATTITUDES ON ONLINE ADVERTISING: HOTEL INDUSTRY IN SRI LANKA." Journal of Critical Reviews 7 (2020), 691-705. doi:10.31838/jcr.07.17.92



MLA (The Modern Language Association) Style

Ahamed Lebbe Mohamed Ayoobkhan, Samsudeen Sabraz Nawaz, Athambawa Haleem. "IMPACT OF CONSUMER ATTITUDES ON ONLINE ADVERTISING: HOTEL INDUSTRY IN SRI LANKA." Journal of Critical Reviews 7.17 (2020), 691-705. Print. doi:10.31838/jcr.07.17.92



APA (American Psychological Association) Style

Ahamed Lebbe Mohamed Ayoobkhan, Samsudeen Sabraz Nawaz, Athambawa Haleem (2020) IMPACT OF CONSUMER ATTITUDES ON ONLINE ADVERTISING: HOTEL INDUSTRY IN SRI LANKA. Journal of Critical Reviews, 7 (17), 691-705. doi:10.31838/jcr.07.17.92