Internet advertisement has surged thanks to the power of technological advancements. Further, as online advertising continues to grow as a marketing outlet for firms, as does the need to understand how this form of advertisement influences consumer behavior (Van der Lans et al., 2021). According to Van der Lans et al (2021), online advertising generated $124.6 billion in revenues in 2019 in the United States, which is a 15.9% increase from the year before. Online advertising has not only changed consumers’ internet browsing behavior but has also altered consumers’ purchasing intentions (Van der Lans et al., 2021). The research reveals that firms have found online advertising to be quite impactful to their bottom lines. Through online advertising, some firms have benefited from a reduction in advertising costs, an increased awareness of their products and services, and an ability to measure consumer behaviors (Raj, 2018). However, although there are some advantages of online advertising to firms, there are a few disadvantages as well. In fact, Labrecque et al (2021) argued that internet advertising may adversely impact consumers’ perception of privacy, trust, risk, and protection behaviors. Nonetheless, communication between customers and suppliers within the online space has significantly influenced all marketing stages in the introduction of goods and services, and the internet as a business environment has certainly led to a more contemporary means of marketing (Radygina, 2021).
Question: What do you believe are some disadvantages of internet advertising?
