Paper Title
Web Advertisement: The Factors Influencing Purchase Intention

A drastic increase in internet users made the web technology growth. People switching from traditional advertising media to internet advertisement. It is a best platform to market the products and to gain customers from web advertisement. It is important to determine what factors does affect the effectiveness of web advertisement. To find this literature review has done to determine important attitudes responsible for customer purchase intention. Findings from literature review has showed there are positive and negative attitudes in the web advertisement which may directly or indirectly affect the attitude and purchase intention. This study also suggested that demographic and culture affects the effectiveness of web advertisement. This study successfully identified favorable and unfavorable factors that affect the advertisement attitudes. Hence this study will be useful for the web marketers to make advertising strategy. Keywords: web advertisement, attitude, Brand attitude, purchase intention