Factors Optimizing Consumer Attitudes Toward Paid Ad: A Study on Amazon Assignment Examples

CHAPTER ONE: INTRODUCTION

1.1 Research Background

Within this highly competitive environment, effective marketing must be followed. This is because when appropriate marketing is used, companies will be able to manage their work well and stay competitive. It is necessary because the competition is intense and if the company does not perform well then it will impact the company's work to a great extent. Within this modern world, there are many different technological advancements and companies must adapt to this technology to be more connected with the latest trends (Purnomo, 2023). When the business is following the current learnings and trend relating to marketing then it will be fostering overall working greatly. According to the environmental changes, there is a drastic shift towards the use of digital marketing as compared to traditional marketing. Paid internet advertising is a kind of advertisement method which is conducted online within which the marketer drives the traffic relating to their website by paying every user for clicking on their online ads. It can also be stated that the advertising models within which the advertiser bids for participating in the real-time auction for displaying their advertisement during a particular slot on a specific platform or the network. It can also be referred to as the PPC pay-per-click or the PPI which is pay-per-impression. In the current working conditions, all the latest working methods must be used by the companies.

The current study is based on the e-commerce industry and within this, the use of paid advertising is very necessary. Within e-commerce, the company that will be particularly focused on is Amazon which was founded in the year 1994 by Jeff Bezos. The company is headquartered in the US and is currently a multinational technology company which is engaged in many different types of activities. These activities include e-commerce, online advertising, cloud computing, e-commerce, digital streaming, AI and many other different types of activities. For the current study, particularly Amazon is selected because it is the e-commerce industry leader and it complies with the appropriate type of paid internet advertising services.

Moreover, it is because of the fact that in case the working of the industry is not effective than it will be impacting the working efficiency of the businesses greatly. For ensuring the successful working it is necessary that they comply with the appropriate marketing strategies. When the marketing strategies are not focused and emphasizing on the development of the company then the successful not be attained. Hence, for this it is necessary that effective working is managed so that the overall publicity is implemented (Ho Nguyen et al, 2022). Furthermore, for ensuring good marketing strategies are implemented by the company it is necessary that they effectively evaluate the after effects of the marketing strategy implementation. It is needed because it will help in improving the overall working of the company and as a result of this the competitive advantage will also be gained. So, for remaining competitive into the industry, it is necessary that the company effectively try to implement the latest marketing strategies which includes the compliance with the paid media advertising. Moreover, when the companies are not actively using marketing strategies then the consumers will not have knowledge relating to the company and the services offered. Thus, for this, e-commerce companies must comply with all the latest marketing methods so that brand visibility is increased.

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1.2 Research Aim and Objectives

Research Aim

To assess the factors which optimise the consumer attitude towards paid internet advertising. A study on Amazon.

Research objectives

• To understand the concept of paid internet advertising and its significance.
• To analyse the different factors which influence consumer attitudes towards paid internet advertising within Amazon.
• To evaluate the different strategies which Amazon uses for attracting consumers towards the company’s paid advertisement.
• To critically assess the impact of paid advertising strategies and techniques on consumer attitudes and the performance of the company.
• To recommend some of the ways to stimulate the consumer attitude towards paid advertising.

Research question

1. What is the concept of paid advertising and its significance?
2. What are the various factors which stimulate the consumer attitude towards paid advertisement?
3. What are the different strategies which Amazon uses for implementing paid advertising?
4. What is the impact of using paid advertisement on consumer attitude and the performance of the company?

1.3 Problem statement

In the current working environment, companies are making use of social media and other digital platforms to a great extent. However, fewer companies are implementing the use of paid advertisement. This is because of the reason that social media advertising is defined as the marketing of the products of the company using social media posts and other platforms. On the other side, paid advertising refers to marketing which is done with help of the paid methods like pay-per-click and many other different types of methods. In the current competitive environment, companies prefer to opt for paid advertising so that they are in a position to attract more consumers. In case the consumers do not have a clear knowledge relating to the paid advertising then it will affect the overall work greatly. Thus, the current study will also assist in analysing the fact that how the different clicks made by the person can increase the working capability in a great manner. In case the overall working will be improved then it will be improving the working capability to a great extent and the business is able to have a good competitive position into the market. Thus, it will improve the profitability of the company in a great way and will assist companies in enhancing the working capability of the company greatly.

1..4 Research Significance

In the current competitive industry, many companies are dealing in the same operations. Thus, the consumers also has the different variety of options for selecting from it. To have a good position among the consumers, it is very necessary that the overall marketing is done well. It is due to the reason that in case marketing is not good and effective then consumers will not have knowledge relating to the services and products of business. The present research study is of importance to Amazon because the study is conducted on that particular company. This is due to the reason that currently, more people are using online platforms for shopping and as a result of this the industry is currently in a boom (Kumar and Mittal, 2020). Thus, to have a large market share for Amazon, it is very necessary that effective marketing is done. So, the current topic of optimising consumer attitude towards paid internet advertising is that it will assist Amazon in attracting consumers and stimulating them to use the services. In addition to this, the study is of importance for the competitors of Amazon as it help the companies in managing and influencing variety of consumers and consequently, the market share will increase. The other competitors can also effectively comply with the findings of this particular study because the operations are similar and the findings can also be complied with effectively. Moreover, the current study is also of importance to people who intend to conduct the study on similar kind of the research topic.

1.5 Research Rationale

The rationale for choosing the current topic that is optimising the consumer attitude towards paid advertising is that it is currently trending. The use of social media and other forms of paid advertising is increasing. Consumers have become used to social media but the preference towards paid advertising is less. Thus, in the current study, the researcher focuses on the ways and factors through which the attitude of the consumer can be diverted towards the consumer getting attracted to the company. All consumers are different and they don't need to be attracted to social media advertising only. Thus, it is also necessary for the companies to focus on the paid advertisement as well. Moreover, the competition in the industry is large and there are many different types of e-commerce companies operating. So to work efficiently the company need to have something distinct from others and for this, the company focuses on effective marketing. When paid marketing is good and attractive for the consumers then it will benefit the company as it will increase sales. Thus the reason for selecting this particular topic for the study is that it will assist in understanding what factors stimulate the consumer's mind towards the company advertisement. So the current study will help the company in analysing the optimum strategy so that Amazon complies with it and tries to attract consumers to a great extent.

1.6 Dissertation Structure

Chapter One: Introduction

This is the foundation chapter which relates to the providing of the overview of the topic of research. The researcher must provide a brief and clear outline of the whole research topic along with a clear aim and objectives. Moreover, this chapter also includes the significance and rationale for selecting this as a particular topic for the research. Along with this the structure of the dissertation is also clearly listed for the clarity of the whole study.

Chapter Two: Literature Review

It is the new chapter which emphasises the evaluation of the existing studies about the topic of the research. The research topic is very wide and the scholar doesn't need to have the knowledge relating to it. Thus, for this, they must evaluate the views of the different studies and different authors. This increases the database for completing the study well and trying to attain the objectives effectively.

Chapter Three: Research Methods

The research methodology chapter includes the analysis and discussion relating to the different methods which can be used by the scholar for a completing the objectives of the study. It includes the evaluation of the different methods available and the rationale for selecting a particular method by the scholar. There are various kind of the methods which the researcher can implement for completing the study. The selection of the most appropriate method is necessary and for it the methodology section is evaluated.

Chapter Four: Data Analysis and Findings

This chapter includes the evaluation of the gathered data or the secondary sources. For the completion of the study, data analysis is very necessary and it is crucial because when the appropriate evaluation is not managed then objectives will not be attained. Thus, this chapter will include the claim of different data analysis methods and accordingly the gathered data is evaluated.

Chapter Five: Conclusion and Recommendations

It is the ending chapter of the thesis which includes a summarising of all the findings and insights which has been collected from the LR and the methodology section. It provides the crux of the whole dissertation so that the overall analysis can be read here. Moreover, it also includes providing of the different recommendations which are necessary for enhancing the efficiency well such that the overall efficiency of the study can be improved.

CHAPTER TWO: LITERATURE REVIEW

2.1 Introduction

The literature review is stated as a process through which the researcher reviews the existing studies and articles relating to the study. In case the appropriate analysis is not conducted then the subject knowledge of the researcher will not be good and will not be in a position to conduct the study well. The research topic is very wide and developing a good understanding of the topic of the research is the very crucial for the researcher to use the existing theories. With the help of the existing theories, the scholar can develop theoretical knowledge relating to paid internet advertising. Thus, the current analysis will outline the evaluation of the existing articles, books and other published data in relation to the topic of research. In case the evaluation is not done appropriately then it can affect the level of knowledge of the person. Thus, as a result of this, the current chapter includes an in-depth analysis and evaluation of the topic of study. This is done by the scholar so that they can effectively try to improve the level of knowledge and analyse the research topic efficiently.

2.2 Understanding the concept of paid advertising and its significance

In the views of Rosário and Raimundo, (2021), paid internet advertising is stated as the strategies which assist the company in paying the different search engines for placing their advertisement. With this payment, the search engine puts the advertisement on higher and more relevant search engine result pages (SERPs). The main aim of this type of advertising is to drive more traffic to the website of the company. It is commonly named as pay-per-click or the PPC. Cui, Hu and Xie, (2021) suggested that it can also be referred to as the process through which the company places its online advertisement on the search engine result in the case when any person searches for a particular keyword. For instance, the consumer search for a top e-commerce company within any search engine. Thus, the results will show Amazon as the top e-commerce industry. Hence, the PPC is very assistive in increasing the brand value of the company.

Almestarihi et al, (2024) also supported that when the company used paid advertising then it stimulated the company to buy the product or open the advertisement made through PPC. Moreover, compliance with PPC is very much assistive to the company and is significant for its growth and success. The most significant aspect of complying with PPC is that it assists the company in generating quick traffic on the website of the company. By complying with PPC, the businesses targets a specific audience and on that basis, the working will be improved. It is due to the reason that the different factors are present like the language, location, keywords, date and many other different factors which are essential for the successful attraction of the consumers. All these keywords are evaluated and accordingly, the overall efficiency is increased. Yang et al, (2022) stated that PPC also provides the facility of re-targeting which advertises to those people who have already visited the website and seen the advertisement.

Moreover, Yazdani et al, (2022) outlined that providing a good lead for increasing the number of consumers is another significance of using the PPC or paid advertisement. For any company, they must work effectively on generating online leads. It is due to the reason that an increase in several clicks for the company advertisement and website is very necessary. It is due to the reason that when the consumers click on the company links then it ensures that the consumers like the product and services and it is profitable for the company. Further, Phomkamin et al, (2021) suggested that when the leads of the company are increasing then it ensures that more and more people are visiting the links of the company within the advertisement and it increases the website traffic for the company.

For example, during the visit to any of the websites of the company there are many different calls to action like, ‘get more information’, ‘sign up now’ and many other different options. Once the user clicks the link then it ensures that they are interested in visiting that particular link and are interested in signing in. Thus, here the company tries to convert the potential users into the actual consumers of the company. In case the lead is not successful then the company is said to have used the PPC appropriately. Thus, it is essential for business to try to use the PPC so that more leads are converted into consumers.

Further, Ponzoa and Erdmann, (2021) suggested that effective compliance with the PPC also assists the company in developing better SEO strategies. It is due to the reason that when the company knows the keywords for which the website is searched the most then it will assist the company in developing a better SEO strategy. Gyenge et al, (2021) support that when SEO is made then the services of the businesses are enhanced. In case the website traffic is not effectively analysed and evaluated then it impacts the working patterns of the business greatly. Moreover, Murdiana and Hajaoui, (2020) also stated that both PPC and SEO are interconnected. In case they will not be working hand in hand then it will impact the whole marketing and working for the company to a great extent.

In against this, Agarwal, (2024) stated that another importance of using the PPC is that it emphasises the multi-tiered targeting options. It is due to the reason that the compliance with the PPC is very good analytics which is assistive in marketing the product and services to a great extent. The PPC includes compliance with different factors such as geographical areas, gender, age and many other different kinds of factors. In support of this, Angeloni and Rossi, (2021) stated that these analytics are helpful to business for managing and attracting consumers greatly. Moreover, making use of various kind of PPC tools is assistive in making the marketing campaign and its delivery well. In case these tools are not used appropriately then it will foster the operational capability and ultimately the overall working efficiency and marketing will be improved.

Thereafter, Ho Nguyen et al, (2022) stated that compliance with the PPC is very easy to measure and keep track of all the data. It is due to the reason that when all the data relating to the number of clicks and views to a particular advertisement and others is recorded well then it assists in tracking the business activities appropriately. Shah and Nasnodkar, (2021) explained that it is due to the reason that when the data is recorded and used then it will be beneficial for the companies to keep a good track of all the changes well and ultimately the marketing strategies will become effective. Thus, the companies in the e-commerce industry must have an infinite presence and ultimately the overall working is improved.

Along with this Jallouli and Kaabi, (2022) contended that the cost-effectiveness is another significance of using the PPC. When the company complies with the PPC then it is very pocket-friendly. It is due to the reason that when the cost is less and the benefits gained will be more then it will be helpful for the business to manage its operations well. Also, Behera et al, (2020) highlighted that when the PPC ads appear and the customer does not click on them then the company does not have to pay for such claims. Thus, as a result of this, the company is saved from paying in excess and this can be further used in some other areas. Moreover, when the company complies with the PPC efficiently then it increases the overall working of the company in a better way and it also provides a competitive advantage.

2.3 Different factors influencing consumer attitude towards paid internet advertising

The analysis of the work of Geng et al, (2020) stated that for the company to be successful in effective paid marketing then the working of the company will be much better. Thus, for business operating in the e-commerce industry it is essential that they try to optimise the attraction of the consumers. Poswal and Tanwar, (2024) outlined that when the attention of the consumer will not be present towards the company resultantly it will be improving the overall efficiency of the business. In case the consumer will not know the company then they will not be interested in purchasing the good or services of business. So it is the duty of the business that should improve the strategies and try to attract and stimulate the variety of consumers such that they are more motivated to buy the products of the business.

On the other side Yang, Zheng and Sun, (2022) argued that the most common factor which needs to be followed by the company is the psychological factor. This factor emphasises attracting the psychology of the consumers. This can be done in a way that they first try to understand the philosophy of the consumer and accordingly plan for the PPC. In case the consumer will connect with the paid advertisement psychologically it will improve the company and consumer relations. Along with this Gao and Zhao, (2022) also supported that considering the social factor is also very necessary for the companies to connect with the company. In case the advertisement includes different social factors then as a result of this more and more customers are influencers to purchase the product and stimulated to use the services offered by the business. Also, the inclusion of social factors will attract customers in direction of business and ultimately, they will be influenced for buying the products and services offered by the business well.

For instance, eBay is a company which analyses these factors while using the PPC. The reason underlying the fact is that when the effective PPC is executed then it will attract potential consumers and resultantly the overall working is enhanced. Moreover, eBay implements the PPC by allowing the company to pick the product they want to promote and accordingly choose the keywords and the ad rate. Thus, this assists the company in identifying the top slots relating to eBay search results and accordingly, the traffic is analysed and increased. With the help of this eBay is in a position to manage the marketing and try to attract the consumers in a better manner. Further, with the research it was also analysed that eBay is the top online marketplace which is used for selling new and used goods. The company has more than 100 million visits to its website every month and also there are approximately 135 million users worldwide.

Along with this, Sugiharto, (2024) considers the personalisation facility as another factor which can attract the customers in direction of the paid advertising of the business. However, it is due because of the fact that when effective personal options are provided to the consumers then it will be attracting more. So, for e-commerce companies, it is necessary that the effective work is managed well and the customised services are provided to the consumers. In case these services will not be provided to the customer then are not influenced by the company and its services offered. In addition to this, Jun et al, (2021) stated that when clear options are provided to the consumers for providing their personal choices then it will be easier for the company to understand the working in a better way. In case it is not included then the company will not be in a position to understand the working well.

Thus, Erdmann and Ponzoa, (2021) also highlighted in their study that understanding the perception of the consumer is essential for managing the business activities well. In case the perception is not understood appropriately then it will be affecting the complete process of working of the company. In case the consumer perceives something different then it affects the marketing strategies of company greatly. Along with this Dai et al, (2022) outlined that seeking the perception relating to the consumer is necessary. The consumers are the ones with the help of which the company is running. Thus, for becoming successful the company must have a large customer base. The consumer base will be large only when the consumers will like the product and services of the company. According to Kundu, (2021) when the company knows the perspective of the consumers then they will be in a better place to manage the whole work and design the marketing strategies in a better manner. Thus, to implement a better marketing strategy and to attract the majority of the consumers it is mandatory that they effectively try to manage the work so that more people can be attracted.

In contrast to this, Erdmann, Arilla and Ponzoa, (2022) stated that when all these factors like social, cultural and other aspects are included during the development of the paid advertising strategy then it is assistive in increasing the number of consumers. It is the reason that when the appropriate and effective type of factors are used then the consumers are stimulated towards the PPC. Thus, as a result of this, the website traffic for the company is increased and also the sales and profitability are enhanced. Moreover, Kyaw et al, (2023) supported that when the attitude is driven towards paid marketing it increases brand visibility in comparison to the traditional methods. This is due to the reason that the latest trend is of using the SEO, PPC and other techniques. In case it is not considered by the businesses then it will create adverse impact on the working and procedure of the business. Thus, for e-commerce companies to be successful the companies must comply with the appropriate and effective type of paid internet marketing.

2.4 Different strategies which the company complies with for attracting consumers towards company advertisement

According to the views of Li et al, (2024), it is evident that to be successful it is the responsibility of the business that they follow the PPC and other paid media advertising methods. The reason behind the facto is that when the effective type of the strategy is not implemented by the business then it will not help the company in developing its own business. Hence, for improving this it is their responsibility of the business that they effectively try to select the best marketing technique and tools so that they can improve the position. Along with this SAIKRISHNAN, (2023) stated that for effectively undertaking of the use of various kind of strategies is helpful for the business for attracting and influencing more of the consumers. The reason underlying the fact is that when the proper and successful strategy will be implemented then it will optimise the thinking capability of the consumer towards the use of paid media advertising and as a result of this overall efficiency will be improved and company position will be extended.

Thus, for this, Goldman et al, (2021) outlined that understanding the latest trend and the requirements of the consumer is the most essential aspect for the company. In case these will not have proper knowledge relating to the latest trends prevailing in the market then they will not be in a position to develop the marketing strategy. Similarly, in case they do not have complete knowledge relating to the requirements of the customers then it results in increasing the profitability of business. Moreover, Li, Jiang and Zhan, (2022) stated that in the case business does not use the modern trends and working patterns then it will be affecting the operational working pattern of business. However, when the latest methods are not implemented by the e-commerce companies then it impacts the capability of the company greatly. The customers will also not like the company’s strategy as they are not considering the latest methods.

Thus, it is essential for business they effectively try to adapt to all the latest working patterns so that more of the customers are attracted towards the advertisement of the company. In case customers do not like the advertisement then it will impact the complete working and online presence of the business. Hence, Necula, (2023) articulated that it is mandatory for the business that they adhere to with all the latest trends such that it stimulates the customers to use the product of the company in a better manner. When the company does not follow the latest strategies with regards to paid advertising then they will not be able to manage and accomplish the objectives.

As per the views of Li, Yuan and Tian, (2023) the most common PPC strategy which e-commerce companies must comply with includes making the use of long-tail keywords. These kinds of keywords are more specific and include three or more words. When the company emphasises the long-tail keyword then this results in a higher click-through rate and it is beneficial for the company. It is because the higher rate ensures that the consumers are highly attracted towards the company's work and have gone through the company's different websites and paid advertisements. These consumers who have high click-through rates are more like to make the purchases and resultantly, the sales and profitability of the company enhances.

Along with this, Mang’era, (2021) stated that another activity is to utilise the negative keywords so that the work can be managed well. Negative keywords are the different types of phrases or words which can be added to the PPC campaign by the e-commerce companies. This type of strategy stops the ads of the company from being shown to the people who are searching for unrelated things to the products. For instance, if the company sells the top-of-the-line computer rigs for the gamers then the company will not want the people to search for ‘cheap gaming computers’ to see the ads. Thus, in this particular situation, the company will not like the people belonging to this category looking at the particular ad or even searching the top category of the product. In support of this, Yurchuk, (2021) stated that keyword searching is the process which assists in increasing the brand visibility to a great extent. Moreover, the work will be improved in case the working of the company is done in the context of improving the work to a great extent.

Furthermore, against this, Bin Rustam, (2020) argued that another strategy for managing the PPC or the paid advertisement is to optimise the maximum click-through so that more leads can be generated and potential consumers can be converted into the actual consumers of the company. For this, Liu and Huang, (2021) stated that using the powerful heading is the most common way can effectively assist the company in creating attraction for the company. It is due to the fact that when the appropriate and effective heading is made available by the company then it assist in attracting the attention of the customers greatly. So, it will attract more consumers and resultantly the overall development of the company takes place and ultimately the company can increase its online presence.

In addition to this, Ullah et al, (2023) stated that another strategy for e-commerce companies to use is to focus on the different types of benefits and the USP that is a unique selling point. Resultantly, it is essential for businesses to highlight the benefits and USP such that the complete working is enhanced and ultimately more of the consumers are influenced and motivated to buy the products of the business. Thus, Safrin and Simanjorang, (2023) states that when the effective working will be managed with the help of the PPC then it will be affecting and improving the interest of the consumers and ultimately the overall working will be improved and sales and profitability will also enhance.

Moreover, Furbani et al, (2024) contended that complying with the good CTA that is calls to action is another crucial PPC strategy which needs to be implemented well. For instance, the strategies are not be implemented then it can affect the working of the business in a great manner. It is due to the reason that when appropriate and effective marketing is done then it will improve the capability greatly. For this Musa et al, (2024) explained that when the CTA is good and enough then it will motivate the company to effectively manage the work and ensure that the overall efficiency is improved and consumers are attracted much. Hence it is mandatory for the companies to successfully implement the working in a better manner and try to attract the attention of the consumers in a better and effective manner.

Thereafter, Li, (2023) outlined in their work that another strategy includes focusing on the visual quality. In case the visual quality is not good then it will impact the overall working of the company in a great way. It is due to the reason that when the effective PPC will be implemented then it must focus on the effective visual quality. If case the visuals are not analysed well then it will not attract the consumers and consequently, the overall work will be impacted. Hence, resultantly the operational and other efficiency will be affected and Kumar, (2021) stated that when the appropriate quality is maintained well then it is required for the company to work on it appropriately and effectively work on it so that they can get a competitive advantage. On the other hand, when proper working is implemented then it increases the interest and attention towards the company and its PPC strategies. So, it is mandatory for the business to work on PPC marketing so that the work can be managed well.

Along with this Zhang et al, (2023) stated that for the effective management of the PPC or the paid internet advertisement another strategy includes an A/B test for improving the ROI which is Return on Investment. In case effective strategies are used then it will improve the complete efficiency and consequently the working capability will be improved. The A/B testing is the one in which two identical advertisements are run alongside and keeping one particular aspect different. Thus, it will assist the company in analysing the fact that out of both the ads which advertisement is providing better results. In addition to this, Oliveira et al, (2021) stated that when the two advertisements will be working side-by-side with very slight differences then it will affect the working of the business greatly. With the help of this, the business is capable of managing the advertisement and resultantly the overall efficiency of the company is enhanced and employees will also be motivated to work well.

This testing can be applied by e-commerce companies like Amazon, eBay, Alibaba and many other different types of companies. It is beneficial to them as it will be assistive to these companies in understanding the perspective of the consumers towards the company and its advertisement policies. For instance, Amazon wants to analyse which advertisement heading attracts more consumers then they can run this A/B testing. It is due to the reason that this will assist the company in analysing which type of ad is liked more and whether the company can attract more of the consumers or not. Within this, Amazon need to endorse both the ads which have different headings but are an identical copy and have appropriate CTA. Thus, the company has to run this for a minimum of seven days and after that, they need to accrue and collect the whole data set to evaluate which ad is more clicked and liked by the consumers. It is very necessary to assess the data as it will provide a better service to the company and ultimately the company will be able to decide which strategy is more liked by the company and whether they need to continue the work or not.

In against this Santos et al, (2023) stated that the company must also invest within the landing page optimisations as another strategy of using PPC. In case it will not be effectively working on the landing page then it can result in a reduction of the number of consumers. The reason underlying the fact is that in case effective strategy is used then it will be improving the working of whole business. Hence, it is mandatory for companies within the e-commerce industry to comply with the PPC strategies. Huseynov, (2023) supported that when the effective type of the PPC strategy is used then it will be important for the company to improve the working well. In case the working is good then it is mandatory for the business to improve the substantial working and attract the attention of the consumers. So, it is mandatory for the companies they try to enhance their working capability and ultimately the complete working is improved. Moreover, when the appropriate PPC strategy is used then it will impact the working of the company greatly. It will increase the total number of consumers towards the company and ultimately the overall working will be impacted.

Waheed et al, (2022) argued that in case the landing page of the company is not good and effective then it will impact the company efficiency of the business. Thus, the business must ensure that the landing page must be made very effective and attractive. This is because of the reason that when the appropriate and effective landing page will not be present then it will affect the level of attraction to the company. Hence, it is mandatory for the company they appropriately create a very attractive landing page so that it attracts the consumers viewing the page. O’Farrell, (2020) contemplated that in case the appropriate and creative landing page will not be present then it will be impacting the working of the company greatly. Thus, ultimately it is the moral duty of the business that they try to create good landing pages so that the attention of the consumer is improved and they are attracted towards the working of the business and its goods and services.

Along with this Kaur et al, (2023) is evidenced that the most important step is to stay on the top of the product feed. The underlying reason behind the current fact is that business comes to the top of the list then it will be assistive to the company in managing the work well. Hence ultimately the complete working process of the business is improvised and resultantly the position of company is improved. In support of this Jahan, (2022) identified that companies need to effectively comply with different shopping ads like Google ads, amazon ads and many other different types of advertisements. It is very necessary for the companies they try to be at a higher position within the list of companies. Thus, with the help of Google shopping ads, the company can easily promote its goods and services and can generate as many clicks as they want. It is mandatory for the company because in case the advertisement is simple then it will be more liked by other people and ultimately the paid internet advertisement will be improved well. Moreover, the appropriate compliance with the clear advertisement including clear product image, title, price, consumer reviews and other related key terms will be outlined in this advertisement. Thus, it will attract the attention of the consumer and ultimately the overall working capability will be enhanced.

Moreover, Gao et al, (2021) adhered to the fact that when the PPC advertisement is focused then it is the responsibility of the company they focus on every aspect relating to it. Thus, for making business successful, it is mandatory for the companies they appropriately track the advertisement and the performance of the whole campaign. It is due to the reason that when the performance of the campaign will not be tracked appropriately then it is the responsibility of the company to track the performance well and ensure that the overall efficiency is improved. Rathi and Mehendale, (2021) suggested that effective compliance with the PPC strategies is very necessary as it will motivate the employees to work with more efficiency and effectiveness. In case there will be regular monitoring of the PPC strategies then it will be fostering the efficiency of the business in a better way. According to Bader et al, (2022) when the effective plan is followed for the PPC then automatically the marketing will be done well and ultimately the overall efficiency is improved. In case the working is not monitored well then the capability of the company will be impacted and the overall efficiency of the company will be increased.

For example, companies like Amazon can undertake the use of metrics like the CPA that is cost per acquisition or CTR that is Click-Through rates and many other different types of metrics which can be used by the person to monitor the work well. Ultimately it will help the business to manage the work in appropriate manner and try to ensure that whether the working of the company is going in the right direction or not. Also, it is mandatory for business to ensure that the working of business is improved so that more and more consumers are attracted towards the company and the products and services provided.

Also, Bennani, (2023) contemplated that the companies must have time to time optimise the advertisement on an ongoing basis. It is essential for the business as they have to effectively try to implement the overall working in an effective manner. In case the effective working will not be managed then it will be assisting the company in gaining a better insight relating to the working well. Also, Kumar, (2020) stated that there are various kind of the changes being generated into the external market and also within the requirement of the consumers. Thus, it is mandatory for the company they appropriately try to manage and implement these changes into the business and ultimately the overall efficiency of the business. In case these changes are not included in the study then it will be impacting the working procedure of the business. The consumers will not like the business as they are not compliant with the latest changes and accordingly, they will not like the company as they are not complying with the latest changes and technology.

Moreover, Babalola, Lateef and Zekeri, (2020) stated that along with the implementation of the changes, it is also very necessary that the company emphasise satisfying the shopping cart experience of the consumers. Nevertheless, when an effective cart experience is provided to the consumer then it will foster the overall efficiency of the company. It is reason that when the proper facility and better experience are provided to the consumer then it will improve the overall capability of the company as it is more efficient and ultimately a competitive advantage is gained. Sharma et al, (2022) also supported that when different facilities are provided then the consumers will be much happier. Hence, resultantly, the competitive advantage of the company is improved. Moreover, when the consumer is highly satisfied then automatically the overall working will be effective. Also, the consumers will like the fact that the company has a high presence on the internet and the products and services are effectively decided.

2.5 Evaluation of the impact of paid advertising strategies on consumer strategies

By the examination and evaluation of the work of Mechman et al, (2021) it is clear that the PPC is very helpful in managing the performance by the company well. It is due to the reason that when the appropriate and effective types of paid marketing are compiled by business then complete working and process of business is enhanced and fostered. The reason behind the fact is that when the different PPC strategies are followed then automatically the overall working will be enhanced and ultimately it will guide the consumers to work with more efficiency and effectiveness. In support of this, Kotler et al, (2020) stated that the most common benefit of using the PPC in the e-commerce industry is the immediate visibility to the company. However, when the effective visibility is analysed as here the company has the opportunity to include the latest trends during the marketing strategy. It is the reason that the use of PPC includes many different types of search engine results, social media posts, attracting consumers and many other different types of data.

On the other side, Zou and Chen, (2024) argued that the limitation which the company may face while using the PPC and other forms of online marketing is the cost. The cost involved is much higher as the different types of methods are expensive to implement. Thus, complying with the effective type of the strategies includes the involvement of the different costs and resultantly, the overall efficiency is improved. In case the working of the different sources will not be appropriate then it ensures that the company is not competent in making the appropriate decisions and ultimately the working of the company might not be effective. Kaur, Mishra and Mallik, (2021) also stated that the professionals using the PPC and other marketing strategy charges increased amount and as a result, the cost of the company increased. Thus, for the company to be successful in the highly competitive environment the effective cost must be incurred so that they can remain competitive in the business. In case the work will not be effective then it will be beneficial for the company to be successful.

Along with this, Koohathongsumrit and Luangpaiboon, (2022) stated that another benefit for the companies in the e-commerce industry is that it has a targeted reach which assists in covering a large market share. It is due to the reason that when the appropriate type of decision relating to the PPC will be taken then it is assistive to the company in managing the work well. Thus, compliance with effective tools and techniques is beneficial in having a large market reach. In case the target is clearly defined then it will assist the company in making a better decision and include the target to be defined according to the different demographics and other aspects. In case the working will be improved then the target consumer will increase and ultimately the overall working will be improved.

On the other side, Mang’era, (2021) argued that the major limitation of complying with the PPC is that there are high chances of fraud clicks. This is the major drawback of using the PPC as these campaigns are highly susceptible to fraud. These frauds can be conducted by competitors and other malicious people who do not like the services of the company.

2.6 Conclusion

At last it is inferred that paid advertising is very necessary for companies to use and implement. In case it will not been followed by the business then it will impact the efficiency of the company. The competition in the market has increased a lot and the appropriate marketing strategies must be used such that the work can be improved and ultimately the overall efficiency can be enhanced. The chapter highlighted that there are many different types of factors which affect and stimulate the consumer. These factors include the quality of the message, the design and colours used and many other different types of the aspects. Also, the different strategies of PPC were highlighted such as working on keywords, optimising landing pages and many other different types of strategies. At last, the positive impacts highlighted were immediate visibility, targeted reach and many others. Also, some of the negative impacts included high cost, fraud clicks and many other aspects.

2.7 Literature gap

The current study emphasises the fact that how consumer attention is optimised towards paid internet advertising. Thus, previous studies have been conducted based on the impact of social media marketing and related aspects. However, not much of the study has taken place relating to paid media advertising, particularly PPC. So the current study evaluates the factors which can optimise consumers' attention towards paid internet advertising. Resultantly the reach of the company will increase who is optimally using the PPC. Also, the study will assist the companies in understanding the different ways in which PPC can be used by the company so that the overall development and marketing strategies can be applied appropriately.

CHAPTER THREE: RESEARCH METHODS

3.1 Introduction

Research methodology refers to the research design that includes various techniques and procedures through which information regarding the particular topic can be collected, evaluated and interpreted. It is understood as a systematic approach to resolving the problem and issue. For making the study successful the appropriate research methods must be used. In case the effective methods are not implemented into the study then the working efficiency is affected too greatly. Thus, the current chapter will include an analysis of the different types of methods and how these methods are implemented in the successful completion of the study. This chapter will outline the different methods that can be implemented into the study and also the rationale will be outlined for the selected method.

3.2 Research Type

Research type refers to a scheme that involves searching for the keywords, concepts and information that help in understanding the research issue. The three major kinds of research types include qualitative type, qualitative type and mixed type (Ahmad et al, 2019). Qualitative research refers to information that does not involve any ordinal values and is collected in studies in the form of text. Quantitative research refers to the understanding of phenomena and inquiry into social problems by gathering mathematically based information. The mixed data includes the combination of both types of data that is numerical and concept-based. Qualitative research type is carried out on a small sampling size and generally includes open-ended questions whereas quantitative research covers a large market and is carried out through close-ended questions. While collecting qualitative data a predetermined structure needs to be followed that provides flexibility to the researcher. On the other hand, quantitative research is carried out by following a structure. Qualitative research is carried out by mainly using a hypothesis while quantitative research could be initiated through a research question or hypothesis (Alharahsheh and Pius, 2020). In the context of determining factors for customer attitude optimising regarding paid advertisement, quantitative research type has been used by the researcher. This research type has been selected as it helps researchers in conducting studies on large target market areas and supports in conducting in-depth research. This research type helps in gaining more reliable, accurate and valid information and support in gaining objective results. Quantitative research type helps uncover new patterns that aid in forming new theories and hypotheses. This research type provides an opportunity to design and replicate similar studies. Quantitative research type reduces the scope of variance errors by experimenting in a controlled environment that results in gaining accurate information. Further, this research type helps in reducing the scope of personal biases as the information is gathered by following a structure and through close-ended questions. This research type aids in establishing relationships within various factors that support effectively understanding diverse factors impacting customer’s attitudes. Quantitative research ignores information regarding human perception and attitude which results in gaining practical information that aids in enhancing understanding regarding the research problem. This method helps the researcher in easily generalise the data as the information is collected through straight-to-point questions.

3.3 Research Approach

The research approach refers to the strategy of inquiry which includes procedures and plans for gathering, analysing and interpreting the data. The two types of research approach include the deductive approach and inductive research approach. The inductive approach refers to the down-to-up approach which is cultural anthropology that focuses on developing general facts from the individual facts. The inductive research method involves enhancing understanding by forming new theories and concepts whereas the deductive research approach tests the existing theory that restricts from generation of new knowledge. The inductive method is also known as the method of teaching as new knowledge is gained whereas the deductive method is the method of instruction as the existing theories are verified. The inductive method does not guarantee the accuracy of the conclusion but the deductive theory provides an accurate conclusion if the premises are true. The deductive method could be tested after discovering various facts whereas such facts are not required in the inductive research approach (Bauer et al, 2021). For determining the factors for improving customers’ perception regarding free advertisement, a Deductive research approach has been selected by the researcher.

This method has been selected to determine how different factors are interconnected and to identify the cause-and-effect relationship within the variables. The deductive research approach provides a logical and systematic method for determining an accurate and reliable conclusion. Qualitative data has been selected in the study and the hypothesis in the research could be supported by the deductive approach (Bloomfield and Fisher, 2019). This method helps in gaining a conclusion based on the evidence and avoids the personal opinion of the researcher which results in gaining reliable information. This research approach provides an opportunity to apply the research findings to the broader context resulting in gaining better insight into the research issue. The deductive research approach has been selected as it supports proving and verifying the hypotheses that aid in an in-depth understanding of the reassert issue. This research approach helps in avoiding logical fallacies and supports maintaining accuracy that results in making informed decisions. The deductive method has been selected as it is based on rational thinking and logical arguments that reduce the score of bias and help in gaining reliable information regarding the research issue. Hence, the selection of the deductive approach is viable for this study as it will help in effectively establishing cause-and-effect relationships which will help in gaining a better understanding of the research problem.

3.4 Research Philosophy

Research philosophy implies the beliefs and assumptions that guide the researcher regarding the design and execution of the present research study. Four different types of research philosophers include Interpretivism philosophy, Positivism philosophy, realistic philosophy and pragmatic research philosophy (Chandra et al, 2019). Positivism philosophy concentrates on scientific method and objective facts whereas Interpretivism philosophy focuses on the subjective and social context. Positivism philosophy ignores the human perception and social context and only prioritizes observation and measurement. Interpretivism philosophy is based on the social construction of reality and focuses on understanding subjective meaning. Interpretivism philosophy has been claimed to provide a biased outcome as it avoids the influences of ideology. Positivism philosophy involves using a large sample size whereas Interpretivism philosophy is based on covering a limited and small amount of samples. Positivism philosophy has been used by the research for determining the factors influencing customer’s perception related to paid advertisement. This philosophy has been selected as research has been carried out through quantitative data and by using a deductive research approach that could be effectively supported through the positivism philosophy (Duckett, 2021). This method has been selected as it offers an objective, value-free and scientific method for controlling, predicting and discovering new themes and patterns within quantitative data. This method provides empirical outcomes as it ignores the motivation and social context of respondents and focuses on measurable and quantifiable data. The positivism philosophy aims at establishing an effective cause and effective relationships among diverse variables and factors so that evidence-based outcomes can be generated. This method helps researchers as it helps in verifying theories enables the replication of the outcome and focuses on controlled experiments for scientific claims. This method provides an opportunity to test all the hypotheses and offers scope to codify outcomes to gain more accurate and reliable information regarding the research issue.

3.5 Data Collection

The data is defined as the different information or the facts and figures which are used by the person for analysing a particular topic or the study area. For the completion of the study and attainment of the aim of the thesis, the effective type of the method and data must be used. When the data selected is clear and appropriate then it will improve the overall working and completion of the study successfully. In order to collect the data there are two kind of sources which include primary and secondary (Lê and Schmid, 2022). The primary is the one wherein the scholar collects first-hand data directly from the respondent. On the other side, the secondary source is the one which emphasises the gathering of already used information with help of the books, journals, articles, government sources and many other published data. Optimising the consumer attitude in favour of paid internet advertising on Amazon the compliance with the mix of primary and secondary data is used.

The reason for selecting the current options is that the combination of both provides an optimum set of data and a wide variety as well. Thus, resultantly, the efficiency is improved and the researcher is in a position to attain the objectives well. With regards to the primary data, the information is collected based on the survey questionnaire which will be sent to the research participants through email. It is due to the reason that the sample is large and it is not possible to collect the information with the help of interviews. Thus, the questionnaire will be sent to every participant by their mail and their responses will also be gathered with the help of the mail only (Luo et al, 2022). Along with this, the secondary source is also used and it will include making use of different articles, published data, journals and many other different types of related data according to the study area. Moreover, the combination of both data sources is going to provide for the completion of the study.

3.6 Sampling

Sampling refers to the process of studying the total population by selecting some representative on which primary research has been conducted. The two most common and effective methods of selecting a sample include probability and non-probability methods (Fischer, Boone and Neumann, 2023). Under the probability method, the researcher has the option to choose any respondent without any predetermined perception. Non-probability method includes choosing a sample from the population based on the subjective. In the probability sampling method, the opportunity of selection is fixed and provided to each individual whereas the opportunity of selection is not specified to the population in the non-probability method (Mehrad and Zangeneh, 2019). The selection of respondents in the random sampling method was undertaken through the objective method whereas the subjective method has been used for selecting individuals in the non-probability method.

Further, the random sampling method is involved towards testing the hypotheses while the non-probability sampling method focuses on generated hypotheses but does not test them. For determining factors that result in maximising and optimising customers’ attitudes towards paid advertisement, a random or probability sampling method has been selected by the research. In this regard, 200 customers of Amazon have been selected through a random sampling method through which original information has been gathered through questionnaires. Here Amazon is selected by the scholar as it is a leading e-commerce company and has a large consumer database. Thus, the wide range of consumers will be providing a critical overview of the company and its strategies. Hence, the sample of 200 consumers is going to provide a better and more effective outcome. This method has been selected by the researcher as it helps in gaining diverse perceptions by choosing random on an objective basis. In this method, the samples are selected randomly which increases the scope of gaining effective representatives that depict the total population. This provides an opportunity to gain extrapolation outcomes that result in gaining better insight into the research issue.

The researcher has selected a random sampling method which helps in maintaining the accuracy of the outcome as data collected through this method mitigate the scope of bias. Further, this method helps in testing the hypothesis that helps in gaining evidence based on outcome which ensures the accuracy and reliability of the gathered information. Further, the research is conclusive and requires the researcher to select the probability sampling method for choosing a representative. Hence, for gaining the most reliable and accurate information regarding the factors, the random sampling method has been selected by the researcher.

3.7 Data Analysis

After the collection of the data in case it is not analysed properly then the study will not become successful. Ultimately the overall study is not going to be successful and also, the success of the study is dependent on the data collected and the analysis tool which is going to be used. The data can be analysed with the help of two methods: thematic and the SPSS. The former method of analysis emphasises the creation of the themes according to the objectives and then analysing them according to the responses gathered (McGill et al, 2021). On a contradictory note, the latter includes the use of SPSS which is a statistical software wherein the data is entered and then by applying different statistical functions the data is evaluated.

To attain the aim of optimising the consumer trend towards more paid advertising compliance with the SPSS is implemented. The most common reason for selecting SPSS is that the current study is quantitative and for analysing the numeric facts and figures, the use of statistical tools is necessary. Thus, as a result of this, the collected data will be entered into the SPSS sheet and then different tools like descriptive analysis, regression, correlation and other different kind of functions of statistics. These tools are going to provide a better type of overview of the data and the summary statistics are going to assist the researcher in understanding the work in a better and more effective way.

Moreover, another benefit or rationale or selection of SPSS is that it provides a more reliable and scientific output which assists in developing the working and attainment of the objectives easily. Along with this, the quantitative figures need to be evaluated in that case, the compliance with thematic is not suitable as the numbers cannot be described theoretically (Bhangu, Provost and Caduff, 2023). Thus, adherence to the SPSS is more effective and helpful to scholars in optimising the consumer attitude towards paid media advertisement. Also, compliance with clear tables and charts is assistive to the company in managing the work in appropriate way.

3.8 Ethical Consideration

For making the study well the appropriate ethical principles and values must be undertaken and followed by the scholar. In case the work will not be accomplished ethically then the overall work is impacted in a great manner. The most essential ethical aspect which scholars have followed while enhancing the attitude of consumers towards paid advertising is the taking of informed written consent. The present study was focused on collecting the primary data and for this, the consent of the research participant is very necessary (Hendren et al, 2023). In case consent is not taken from the participant then the personal information cannot be used in the study. Thus, for this, the scholar gets a signed consent form from the participant which outlines that the research participant is allowed to make use of data which is provided by the research participant. In case the scholar does not obtain written consent from the participant then legal actions can be taken against the researcher.

Along with this another ethical aspect followed by the researcher while influencing the interest and attitude of consumers towards the working of paid media advertisement is maintaining confidentiality. It is also an important principle which needs to be followed by scholars while working on the study. In case the personal details of the participant will not be kept safe and confidential then the ethics will not be followed (Vaughn and Jacquez, 2020). Thus, it is the responsibility of the researcher they keep all the personal information safe. Keeping the information safe is to ensure that they are not misused or is not accessible to any other scholar. Furthermore, another ethical principle is that the results are communicated in the same manner as they were collected from the analysis of the data. No changes or alterations have been made to the results and are being communicated within the study in the same manner as it was ascertained.

3.9 Research Limitations

During the conducting of the study there are various kind of limitations that the scholar may face. While ascertaining the study there are many different kinds of limitations and it can affect the successful attainment of the objectives of the study. The most common limitation which the scholar faced while influencing consumer attitudes towards paid internet advertising was related to the selection of the sample. The topic is wide and for this, accurate data needs to be gathered. Thus the scholar faced the issue while selecting the best-suited sample so that all the findings can be generalised to the whole population (Williams, 2021). But researcher faced some issues as which person needed to be selected as the sample. Hence, with the help of effective compliance with the random sampling method, the scholar was in a position to select the most appropriate and effective sample. The selection of the sample is the most essential step as in case the sample will not be effective then the collected data will also not be good and the outcome of the research will be affected greatly.

Along with this, another limitation that the scholar of the current study witnessed was related to the time. The time which was allocated for the completion of the present study was very limited and it was difficult for the scholar to complete the study on time. However, with the help of effective prioritisation skills, the researcher of the current study was able to meet the required standards and the results were attained. With good knowledge of prioritisation skills, the scholar planned all the prior activities first and then accordingly planned for the remaining activities. Hence, resultantly, the efficiency was improved and the research was accomplished on the time allocated only.

Also, another issue which the scholar faced while working on the current study was the lack of prior research studies. This was also a major issue because in the past studies relating to this topic have not been conducted. Resultantly, it was a very difficult and tough task to collect the secondary data as the direct articles are not easily available on the internet. Hence, the researcher with help of the effective keyword searching tried to collect more accurate and authentic information and this helped the scholar in managing the work well (Cui et al, 2023). Also, keyword searching assisted the scholar in analysing and finding accurate articles and secondary information which was further used to support the primary findings.

3.10 Reliability and Validity

To accomplish the study well the whole study must be done keeping in mind the reliability and validity of the study. In case the study will not be conducted reliably and validly then the outcome is not appropriate and effective. The maintenance of the reliability of the study based on the influencing consumer attitude about paid internet advertising is compliance with using the latest sources of data only. Thus, for the current study, the scholar has used all the secondary data which is published after 2020 only. No data published before 2020 has been included in the study (Strijker, Bosworth and Bouter, 2020). The publication year is necessary to be considered because in case too old data is used then the research outcome will not be valid. For instance, if the articles are taken from 2000 then it will not apply to this study. It is for this reason that during that time the culture of social media was not prevailing and the topic of research was not supported. Moreover, another aspect for the management of the validity of the study is that all the websites which are having a copyright or patent will only be considered. Any other kind of data sources which do not have a patent or copyright will not be used.

Along with this another aspect of the maintenance of reliability and validity is that the proper keyword searching is done. For this, the scholar has undertaken the use of keywords relating to the research topic and accordingly accurate and authentic articles and other data sources have been used. Also, while using keyword searching a major emphasis is also given on the Boolean operators like AND, OR and many other words. All these operators are assistive to the researcher in searching for a better result and the accurate articles have been searched well (Sardana et al, 2023). Moreover, for assessing the reliability of the data gathered compliance with the Cronbach alpha is made which is helpful to the scholar in managing the work and data well. The Cronbach alpha outlines the fact that the data used in the study is very accurate and when the results are calculated on that basis then it will foster the results of the study better.

3.11 Conclusion

At last it was seen that following and adhering the correct methods is necessary for making the study successful. In case the methods of study are not clear then it will impact the overall work. Thus, as a result of this, the attainment of the objectives is impacted greatly. The above chapter concluded that utilising the quantitative method was assistive in gathering large dataset relating to the study. Also, the quantitative study included the use of facts and figures which provides for a better and more accurate output. The above chapter concluded that the combination of primary and secondary is used by the scholar as it provides a wider range of data. Also, compliance with the SPSS was assistive in managing the work and making the findings much clearer. Moreover, the chapter also analysed that when proper compliance with ethical principles like informed consent, confidentiality and others is made then the study will be more effective. At last, it was analysed that the maintaining reliability and validity of the study is important and it includes factors like the use of a website having a copyright, using data published after 2020 and many other aspects.

CHAPTER FOUR: DATA ANALYSIS AND FINDINGS

4.1 Findings

Descriptive statistics

Statistics
Q1. Are you aware of the paid internet advertisement or PPC?	Q2. How often do you click on the paid advertisement?	Q3. Are you satisfied with the content provided through the paid internet advertisement?	Q4. Which among the following factors influences your perception regarding the paid advertisement?	Q5. Do you believe that the personalization factor impacted your perception towards advertisement?	Q6. Which among the following advertisement strategies attracts your attention towards the company?	Q7. Do you agree that the effectiveness of the landing page has a huge impact on your perception?	Q8 Have you ever made a purchase decision after going through a paid internet advertisement?	Q9. What are the benefits that you experienced due to paid internet advertisement?	Q10. Do you think that paid internet advertisements provide irrelevant and faulty information?
N	Valid	200	200	200	200	200	200	200	200	200	200
	Missing	0	0	0	0	0	0	0	0	0	0
Mean		1.3450	2.1700	2.1300	2.1000	1.3850	3.2550	2.0850	1.3150	3.2550	1.5700
Median		1.0000	2.0000	2.0000	2.0000	1.0000	4.0000	2.0000	1.0000	4.0000	2.0000
Mode		1.00	2.00	2.00	2.00	1.00	4.00	2.00	1.00	4.00	2.00
Std. Deviation		.47656	.98282	.99400	.90226	.48782	1.02725	.89542	.46568	1.02725	.49632
Variance		.227	.966	.988	.814	.238	1.055	.802	.217	1.055	.246
Range		1.00	4.00	4.00	4.00	1.00	3.00	4.00	1.00	3.00	1.00
Minimum		1.00	1.00	1.00	1.00	1.00	1.00	1.00	1.00	1.00	1.00
Maximum		2.00	5.00	5.00	4.00	2.00	4.00	5.00	2.00	4.00	2.00

With the above descriptive analysis, it is clear that the total data was collected from 200 samples and all the people answered the work correctly. In addition, it was analysed that the maximum of respondent is having awareness relating to the concept of paid advertising. It is due to the fact that when the people are aware of the concept then it increases the sales and profitability and market awareness of the company. In case people know better and have good knowledge then it will impact the overall working greatly. Further, it was analysed that people frequently click the advertisement and this implies that people like the overall working of the company and the paid advertisement that they are publishing. Along with this, it is evaluated that the psychological factor is the one through which the person is highly impacted. It is due to the reason that when the company tries to attract the psychology of the consumers then it is more beneficial for the business to raise the total number of the consumers. Further, by referring to the advertisement strategy, the consumers like all the advertisement strategies used by the company. It is due to the reason that the majority of the respondents agreed to all of the above. Thus, this simply implies that the various advertisement strategies used by the company are liked by the consumers and this is beneficial for the working of the company.

Thematic analysis

Theme 1: Yes, there is awareness of the paid internet advertisement or PPC

Frequency	Per cent
Yes	131	65.5
No	69	34.5
Total	200	100.0

Interpretation: With the analysis of the above frequency table, it is clear that the maximum of the respondent are stating that there is awareness present among them relating to the paid advertisement. In contrast to the remaining respondents, 69 out of 200 outlines that they do not have much awareness relating to the concept of PPC. In addition to this Bayer et al, (2020) stated that paid advertising is the latest method and it is very necessary for consumers they have accurate information and knowledge relating to the concept of PPC or paid advertising. Moreover, in the current working trend, compliance with the latest method is beneficial for the company as when they will be using the PPC then automatically it will attract more of the consumers.

Theme 2: Frequently the consumer clicks on the paid advertisement

Frequency	Per cent
Always	45	22.5
Frequently	105	52.5
Sometime	29	14.5
Rarely	13	6.5
Never	8	4.0
Total	200	100.0

On the examination of the primary responses collected it is evident that the frequently the people click on the paid advertisement. This is necessary because the concept of paid advertisement is increasing according to the current trend. Thus, consumers are attracted towards the usage of the paid advertisement and as a result, they frequently click on the advertisement they see on the internet. With the views of other respondents, it was analysed that some rarely click the paid advertisement and some never click on the advertisement. If the consumers do not click on the different advertisements then it will impact the complete efficiency of business and resultantly the sales will also be reduced.

Theme 3: There is satisfaction with the content provided through the paid internet advertisement

Frequency	Per cent
Highly satisfied	47	23.5
Satisfied	111	55.5
Neutral	20	10.0
Dissatisfied	13	6.5
Highly dissatisfied	9	4.5
Total	200	100.0

By evaluating the responses of 200 primary participants it is evidenced that the majority of the people stated that they are satisfied with the content which is provided with the help of paid advertisement. This is because of the reason that the company provides very simplified content through paid advertisements so that consumers can easily understand the requirements and the information supplied by the company. Against this some people are neutral and some of dissatisfied with the working of the company and the content provided through paid advertising.

Theme 4: Psychological factors influence the perception of consumers the most regarding paid advertisement.

Frequency	Per cent
Social factor	48	24.0
Psychological factor	110	55.0
Cultural factor	29	14.5
None of the above	13	6.5
Total	200	100.0

By examining the survey output, it is evident that out of all the majority agreed that the psychological factor is the one which impacts the operational efficiency of business greatly. While publishing the advertisement it is the obligation of the business that they must try to include the factors attracting the psychology of the consumers. It is due to the reason that when the psychology of the consumer will be attracted then automatically the overall efficiency will be improved and more consumers will be attracted. Along with this some of them agreed that social factors must be considered and some stated that cultural factors must also be included. In support of this Darma and Noviana, (2020) stated that when these factors are effectively analysed then it will improve the connection between the company and the consumers. Thus, resultantly, the overall performance is fostered and improved.

Theme 5: Yes, the personalization factor impacts the perception of consumers towards advertisements.

Frequency	Per cent
Yes	123	61.5
No	77	38.5
Total	200	100.0

By the views of 123 respondents out of 200 it was analysed that when the company emphasises the personalisation factor then it affects the perception of the consumer in a great way. However, when the advertisement is customised according to the views of the consumers then they will be liking the working patterns of the company greatly. Moreover, the remaining respondents do not agree with this and they are not much affected by compliance with the personalisation facility. It might be because of the reason that the requirements of every consumer are different and it might not be necessary that the consumers like the advertisement. Also, Dwityas et al, (2020) stated that providing the personalisation strategy is also very difficult for the company. It is due to the reason that when the company tries to provide the personalisation to others then automatically it will increase the cost and time of the company and might affect the profitability as well.

Theme 6: All of the above advertisement strategies attract your attention towards the company

Frequency	Per cent
Long-tail keywords	16	8.0
Powerful heading	38	19.0
Trending Content	25	12.5
All of the above	121	60.5
Total	200	100.0

Through the analysis of the collected data, it was evaluated that there are different types of advertisement strategies which are helpful to the business to manage work and attracting the customers well. These different strategies include the use of long-tail keywords, trending content and powerful headings. This is because of the reason that when Amazon complies with these different strategies then automatically it helps them attract more of the consumers. However, when the company follows the various kind of the strategies relating to PPC then the customer attention is gained. It is due to the reason that when the different strategies such as long tail keyword or trending content is used then it attracts the attention of the consumer and ultimately sales of the company increase. The compliance with the various kind of the strategies is helpful and profitable to the company and also guide the businesses in managing the work appropriately. At last, it also analysed the customer attention towards the company and its product and ultimately sales and property ability of the companies improved.

Theme 7: It is agreed that the effectiveness of the landing page has a huge impact on the perception of the consumers.

Frequency	Per cent
Strongly agreed	37	18.5
Agreed	135	67.5
Neutral	11	5.5
Disagreed	8	4.0
Strongly disagreed	9	4.5
Total	200	100.0

With the primary output, it is clear that the majority of the people stated that they agreed that landing page creates a good impact on the perception of the consumers. However, when the landing page is good then automatically it will enhance the overall working efficiency. The landing page is the one on which the consumer reaches when they search the company website. Thus, an effective type of attractiveness must be added to the landing page so that it attracts the attention of the consumer better. It is due to the reason that when the landing page is creative and innovative then it will be improving the overall attractiveness of the company.

Theme 8: Yes, consumers have made a purchase decision after going through a paid internet advertisement.

Frequency	Per cent
Yes	137	68.5
No	63	31.5
Total	200	100.0

With the analysis of the collected data from the survey questionnaire, it is clear that 137 respondents stated that they had decided to purchase after going through the paid internet advertisement. With this, it is clear that the paid advertisement that the company is promoting is liked by the consumers. Also, these advertisements influence the decision of the consumer to a great extent. However, the remaining respondents do not agree as they are not attracted to or influenced by the paid advertisement and its content. In support of this Dolega, Rowe and Branagan, (2021) states that when effective and good paid advertising is followed then it will optimise the mindset of the customers and they will be influenced for the operational efficiency of company and the products and services offered by them. Thus, the consumer agrees that the purchasing decision is majorly influenced by the paid advertisements which they see online.

Theme 9: All of the above are the benefits that you experienced due to paid internet advertisement.

Frequency	Per cent
Create awareness	16	8.0
Promote product feature	38	19.0
Enhance access to new product	25	12.5
All of the above	121	60.5
Total	200	100.0

Further with the evaluation of the gathered data it is outlined that there are various kind of benefits which the consumer and the company have due to the use of paid media advertising. In the views of the majority of the respondents, all of the above are the benefits which are agreed upon by 121 participants. All of the above includes the creating of awareness, promoting features of the product and enhancing the access to the new product. It is due to the reason that when the company emphasises paid media advertising ultimately the product and service are promoted and in case any new product is launched then it also gets recognition. Thus, due to all these benefits, it is helpful to both the company and the consumers to effectively make use of paid advertising.

Theme 10: No, the paid internet advertisement does not provide irrelevant and faulty information.

Frequency	Per cent
Yes	86	43.0
No	114	57.0
Total	200	100.0

By the evaluation of the data collected through the questionnaire, it is highlighted that paid advertising does not promote faulty or irrelevant information relating to the product and services. This is agreed by the majority of the respondents which includes 114 that support that no faulty or wrong information is promoted. It is due to the reason that the company pays for this type of advertisement and in case any wrong information is supplied then it will affect the marketing image of the company. Hence, resultantly, the efficiency will be impacted and this wrong information can negatively impact the sales and profitability of the company.

Regression analysis

H0: There is not any significant relation between the level of satisfaction and the number of clicks made.

H1: there is a relation present between the number of clicks made and the level of satisfaction of the person.

Model Summary
Model	R	R Square	Adjusted R Square	Std. Error of the Estimate
1	.949a	.901	.901	.31283
a. Predictors: (Constant), Q2. How often do you click on the paid advertisement?

ANOVAa
Model		Sum of Squares	df	Mean Square	F	Sig.
1	Regression	177.244	1	177.244	1811.191	.000b
	Residual	19.376	198	.098
	Total	196.620	199
a. Dependent Variable: Q3. Are you satisfied with the content provided through the paid internet advertisement?
b. Predictors: (Constant), Q2. How often do you click on the paid advertisement?

Coefficients
Model		Unstandardized Coefficients		Standardized Coefficients	t	Sig.
		B	Std. Error	Beta
1	(Constant)	.046	.054	.861	.390
	Q2. How often do you click on the paid advertisement?	.960	.023	.949	42.558	.000
a. Dependent Variable: Q3. Are you satisfied with the content provided through paid internet advertisement?

With the help of the above model summary table, it is clear that R is 94.9 % which implies that the selected variables are highly correlated to one another. This is because of the reason that there is a high degree of correlation among both the variables under test. Moreover, with the R square, it is clear that when there is any variation in independent variable then it will cause a change of 90 % within the dependent variable as well. Thereafter by analysing the ANOVA table, it is evident that the significance value is 0.00 which is less than the standard p value of 0.05. Thus, ultimately it states that alternate is accepted over the null hypothesis and there is a relation present in both the variables tested. This is because of the reason that the level of satisfaction is dependent on the total number of clicks which are made on the paid internet advertisement. In case the number of clicks made by the consumers is high then it will result in more satisfaction among the consumers. The reason underlying the fact is that when consumers click more they are provided with a similar kind of advertisement and as a result of this the level of satisfaction is improved. In support of this, Bara et al, (2021) state that when an effective advertisement is clicked by the consumers then they tend to see a similar kind of advertisement which attracts the interest of the consumers. Thus, as a result of this, the overall efficiency is improved and ultimately the overall level of satisfaction of the consumer is increased. When the consumer is looking for more paid advertisements then automatically the level of satisfaction will be improved.

4.2 Discussion

The findings outlined that the success of the company depends on the fact that whether the company follows the latest trends or not. Resultantly the profitability of the company will increase. Thus, for this, it is mandatory for a company like Amazon they comply with all the latest trends and methods. For this, the company is complying with the latest trend of PPC which is pay-per-click or the paid advertising strategy. In the views of Olson et al, (2021) paid advertising is a type of advertising strategy for which the company or the marketer has to pay. This is a type of strategy which emphasises the system where the company bids to participate in the auction for displaying their advertisement on particular social platforms of the search engines. This is a good type of strategy which helps the business in managing and maintaining the work effectively and trying to grab the attention of the consumers. Already the competition in the current market is very intense and to mitigate this it is mandatory for the company they appropriately market its products and services.

Furthermore, the findings outlined that the consumers frequently click the paid advertisement links and this outlines that the consumers are interested in seeing the advertisement of the company. Nevertheless, when the correct working is promoted then it will help the company in managing the work well. The more clicks represent the fact that the consumers like the advertisement and this is beneficial for making the operations and process of the company successful. In support of this, Lina and Setiyanto, (2021) explained that the overall working is improved when the consumers like the product well. In case the consumers do not like the advertisement then it is not good for the company and ultimately it will affect the working efficiency to a great extent.

Moreover, the finding also contemplated that the company must emphasis the inclusion of psychological factor more during the advertisement. It is due to the reason that when an effective type of connection is built then it will help the company in attracting consumers. It is the reason that when effective compliance with the consumer and their requirements is made then automatically the overall performance will be improved. Thus, Fowler, Franz and Ridout, (2021) support that connecting with the consumers is very necessary for the success of the company. In case they do not support the consumer requirement within their advertisement then it will affect the overall work and the success of the company will also be affected to a great extent.

In addition to this, the findings stated that different types of advertisement strategies need to be used in the study. However, when the effective type of advertisement strategy is opted by the business then it will improve the working efficiency of the business and competitive advantage will be gained. Hence, a clear selection of the strategy needs to be made so that the complete work can be improved. The finding stated that all of the above are the various strategies which attract the attention of the consumers to a great extent. This includes strategies like using long-tail keywords, powerful headings and trending content. When all these elements are included in the paid advertisement then it improves the working efficiency of the company and ultimately the overall success is gained. Thus, in the view of Lal et al, (2020) complying with these strategies, the company can attract more consumers and ultimately it will increase the profitability of the company to a great extent.

Moreover, it was analysed that the landing page needs to be very attractive in case it will not be good and innovative then the consumers will not be attracted towards the company and its products. Thus, with the finding it was examined that having a good landing page is very necessary for the company to have. However, when the landing page is good then automatically it will optimise the mind of the consumers and they will be attracted towards purchasing of the goods and services which the business offers. Also, it was analysed that the purchase decision of the person is surely impacted by the paid internet advertisement. As per the views of Drummond, O'Toole and McGrath, (2020), it is the reason that when the paid advertisement is seen by the consumers then it improves decision making of the consumers. It is due to the reason that when the consumer goes through the advertisement continuously then there are lot many positive influences caused on the mindset and decision-making of the consumers. Nevertheless, when the effective type of advertisement is promoted then it will improve the business product and services and ultimately the profits of the company is increased

Along with this, the findings also extended that there are many different types of benefits which compliance with the paid advertisement has on the business performance. Moreover, when an effective advertisement is seen by the consumers then it will create awareness among them relating to the product and services offered by Amazon. Thus, it will help the company in promoting the product features and also the new product development is promoted in case the overall working is improved. Moreover, with the help of the current study, it was also analysed that with the help of the paid media advertising the faulty and wrong information is not communicated further. Hence resultantly, the overall working efficiency is improved and is most beneficial in optimising the mindset and decision-making among the consumers.

At last, it can be stated that effective compliance with paid media advertising is very beneficial for the success of the company. So, the application of paid media advertising is beneficial for the company as this will enhance the capability of the company greatly. Moreover, for making the company successful, they must comply with the proper and effective type of paid media advertising so that performance of the business is increased and also a large number of consumers are influenced towards the business and ultimately the overall sales and profitability will be increased.

CHAPTER FIVE: CONCLUSION, RECOMMENDATIONS, IMPLICATIONS AND REFLECTION

>5.1 Conclusion

The above thesis concluded that complying with the latest marketing methods is beneficial for the company. It is due to the reason that when an effective type of marketing is used then it will improve the overall efficiency of the business. For current companies, all the latest types of marketing strategies must be followed by the companies. In case the e-commerce companies do not follow the current marketing strategies then it will impact the overall work and as a result, these competitive advantages will not be gained. The present study is based on analysing the factors which assist in optimising the attitude of the consumer towards paid internet advertising. The above study helped in assessing the fact that when the clear aim and objectives are set then it is assistive to the company in managing the work well. This provides a clear direction to the scholar as to how they have to fulfil the study well. Thus, formulation of a clear aim and related objectives is very necessary to be implemented. So the current study used a clear aim and structure which is assistive in managing the whole study and accomplishing the objectives well.

Moreover, with the help of the literature review section, the theoretical knowledge has been increased. This was particularly because of the reason that when the knowledge is increased then it will be assistive to the researcher in working better on the study. With the help of the LR section, it was analysed that there are many different strategies with the help of which the study can be improved and it includes making use of trending content, emphasising keywords and many other different types of strategies. Thus, compliance with the effective type of paid media advertising is very necessary and fruitful for the company to gain success. Furthermore, it was also analysed that complying with the quantitative study was assistive in managing the working of the study to a great extent. Along with this, it was also analysed that complying with the quantitative study it is assistive in understanding the work in a better and more effective manner.

With the help of the data analysis section, it is clear that currently, people have proper knowledge relating to paid media advertising. Thus, with this, it is concluded that the concept of paid advertising is currently trending and because of this the overall work can be increased. Further, it was also concluded from the findings that the majority of the people frequently click on the advertisement of the company. However, it is necessary for the company they continuously follow the paid media advertising strategy then the satisfaction level of the consumer increases. It is the reason that when the overall clicks are made then automatically the consumer will be satisfied with the services provided by the company. Moreover, it was also examined that the psychological factor needs to be followed by the company while making the paid media advertisement. It is due to the reason that when the effective type of the factor is followed by the company then it will be improving the overall efficiency in a great way.

Moreover, the study also highlighted that for the company to be able to successfully optimise the consumer attitude towards the company and its work. These strategies include making use of long-tail keywords, powerful headings and complying with trending content. It is necessary for this reason that when these types of strategies are implemented by Amazon then it is helpful for them to attract more of the consumers well. In case the overall working is improved then ultimately it will enhance the profitability and competitive position of the company. Also, the competition in the external environment is very high and to be successful it is necessary for the company to effectively focus and work on maintaining good marketing strategies.

Also, the finding substantiated that having a good and innovative landing page is also a necessary part of attracting consumers effectively. It is due to the reason that when the creative landing page is present then will attract the attention of the consumers towards the company. Thus, for this, the landing page must be maintained clearly so that the requirement of the consumer is met easily. Along with this when effective paid media advertising is used then it is beneficial for the successful working of the company. The most common benefit of using the current paid media advertising is that it creates awareness relating to the products and services of the company. Moreover, when effective awareness is created then automatically the new products will be promoted. Along with this, it will be improving the overall efficiency to a great extent.

Thus, at last, it can be concluded that complying with paid media advertising is very essential for the success of the project. Moreover, when proper compliance with the paid media will be used by Amazon then it will be helpful to the company in managing and attracting a large number of consumers. Thus, for this, effective type of paid advertising strategies must be used. In case it is not utilised by Amazon then it will impact the overall efficiency of the company and consequently, the overall work will be impacted. so it is mandatory for Amazon they comply with all the latest types of strategies relating to marketing and must effectively follow the working well.

5.2 Recommendation

With the above analysis, it is clear that there are many different types of improvement which the company need to implement to improve paid media advertising. This is due to the reason that when the effective type of the improvements are implemented into the working of the company. Thus, some of the recommendations for improving the consumer attitude towards paid advertisement are as follows-

• Firstly it is recommended to the company that they must effectively try to connect with the consumers emotionally. It is due to the reason that when the effective type of connect will be developed with the consumers then automatically they will be optimised towards purchasing the products from Amazon. Thus, when the company connects with the consumers emotionally then it will be fostering the working greatly.
• Along with this, it is also advisable for Amazon they keep a focus on creating positive associations with the consumers and maintaining a good relationship with the consumer. When the relation with the consumers is good then automatically the overall working will be improved and consumers will be attracted towards the working of the company.
• Moreover, it is suggested to Amazon that they must try to stimulate the participation of consumers by way of focusing on influencer marketing. Currently, consumers are attracted by influencers and when Amazon collaborates with the influencers during the marketing then it will influence the mindset of the consumers and ultimately the overall efficiency will be improved.
• Another effective suggested solution to Amazon is that they must try to leverage the cognitive dissonance. Cognitive dissonance is stated as the psychological discomfort that the consumers face while seeing conflicting or the different inconsistent information relating to the product or the company. Thus, it is the responsibility of the company they try to eradicate this by leveraging cognitive dissonance. In case it is not done by the company then the consumers will not be influenced by the paid media advertisement and this can effectively impact the working of the company to a great extent.
• Furthermore, it is recommended to Amazon that they emphasise affecting consumer decision-making. This is necessary because when the effective type of influence is made towards the consumer then the decision-making is directed towards the benefit of the company. So it is mandatory for Amazon they effectively try to influence the decision-making of the consumer so that the overall development can be made and sales of the company will increase to a great extent.
• In addition to this, it is also suggested to Amazon that they must try to retarget the consumers by emphasising the User Generated Content (UGC) and the influencer content. This is necessary because when the UGC is promoted then it attracts consumers to a great extent. It is due to the reason that when the content is promoted by the consumers then it implies that the services of the company are worthwhile and because of this the consumers are promoting the services. Thus as a result of this, the overall development of the company takes place and ultimately the consumer attitude will be diverted towards the company.

5.3 Implication

The current study implies that it will assist Amazon in making better decisions. Thus, it will be improving the overall working and ultimately Amazon will be in a position to attract the interest of the consumers towards the paid media advertisement of the company. In case the effective optimisation of consumer attitude will be done for the usage of paid advertisement then it will be beneficial for Amazon in future. Moreover, the results of the current study will be also assistive to the competitors of Amazon. This is particularly due to the reason that when effective improvement will be taking place in the case of Amazon then this will also be applied by the other competitors of Amazon as well. Moreover, all the findings of the current study will be applied to the other companies as well. It is due to the reason that in the case of Amazon, the compliance with paid media advertising has become successful and ultimately the overall efficiency is improved. Thus, because of this, it will be a good example for other companies as well and they will also try to implement similar kind of strategies.

Along with this the current study also creates implications for other scholars and researchers as well. This is because of the reason that when the outcome of the current study is analysed and evaluated by the other scholars conducting studies on similar kinds of topics then it will be assistive in managing the work well. Thus, this current study will increase the knowledge of the other scholars who intend to conduct the study in a better manner. With the help of the analysis of this current study, the other scholars can increase their level of knowledge and ultimately they will be doing their study in a much better manner. Moreover, it will guide the scholar to analyse how the scholar in the current study has made use of the different literature sources to accomplish the objectives well. Also, it will assist the other scholars to understand how the methodology is applied and how well it can be utilised to work in a better way and try to accomplish the objectives of the study well.

Moreover, this study also has some more theoretical and practical implication which includes the fact that it will assist the company’s management in making better policies for attracting the consumer and their mindset towards the paid advertisement. The findings of the current study and the recommendation provide a better base for the management team and accordingly, better decisions can be taken. It is due to the reason that when effective decisions are taken then it will improve the overall efficiency to a great extent. Thus, the current study is very helpful for the company on which the study is undertaken and the other competitors as well. Moreover, it will be assistive to other scholars as well who are trying to conduct a study on a similar kind of topic and will improve the knowledge relating to paid media advertising.

Further, the limitation of the current study includes the fact that the selection of the sample number. This was the major issue because when the sample was not appropriate then the whole study would have been impacted. It is due to the reason that when the effective type of sample is selected then automatically the overall working will be improved and accurate data will be been collected.

5.4 Reflection

With the above study, I was able to learn that marketing is very necessary for the success of the company. It is due to the reason that when effective marketing strategies are opted by the company then they will be in a position to be successful. Thus, the current study increased my knowledge that complying with the latest trend of paid media advertising is very good and assistive in developing a good marketing base for the company. Also, this was a good learning experience as my knowledge relating to the concept of paid media advertising increased to a great extent (Owens et al, 2020). This has assisted me in developing many different types of the skills which are fruitful in managing the work better. In case the study is accomplished well then it will improve the overall efficiency and personal and professional development take place. This is due to the reason that the current study included a lot many activities and all these assisted me in effective overall development.

With the help of working on the current study, I learnt that having good time management skills is very necessary as it ensures timely completion of the study. The reason underlying the fact is that when the work is completed on time then it ensures that the whole study is accomplished on time. Moreover, when the work is completed before the deadline then there is time for the scholar to check the study again and to make it very sound and effective. Furthermore, with the current study, I learnt that having a good set of research skills is also necessary for accomplishing the study well (Donohue et al, 2021). It is due to the reason that when the appropriate type of research is implemented then it improves the working well. With the present study, I learnt that the keyword searching technique is very helpful and good in managing and collecting more accurate and reliable data. This is due to the reason that when effective keyword searching is made then it will improve the overall efficiency of the study.

Moreover, the study also assisted me in developing an understanding relating to the fact that having coordination among the activities is also necessary. All the steps of the research are interconnected with one another and because of this, there is a requirement to have good coordination skills. For instance, if the aim will not be set then further research cannot be conducted. Thus, in the current study, I was in a position to manage the work in coordinated steps and ultimately it resulted in the successful completion of the study. Along with this, I learnt that there is a requirement to learn some of the new skills. Firstly I need to work on my communication skills a little bit (Liu, 2020). It is due to the reason that when during the study I had to communicate with some unknown people I was hesitant and this affected the completion of the study. It is the reason that when I have good communication skills then I will be in a position to manage the work well and also be communicating well. Thus, to improve my communication skills I need to attend the communication workshop and practice effective communication with people whom I do not know. Thus, this whole study was a very good learning experience and it assisted me in my personal and professional development.

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