Impacts of online banner advertisement on consumers‟ purchase intention: A theoretical framework

Online advertising has grown rapidly in the last decade. It is projected that these numbers will continue to increase as more people are connected and spend more time online and additional devices (such as mobile phones and televisions) are able to provide internet connectivity. Despite this steady increase in online participation in these part of the world and the existence of many researches in this field, very few studies have investigated the consequences of online banner advertisement on purchasing intension in a country like Libya battling to survive from the falling prices of petroleum in addition to persistent crisis which had taken toll on its marketing and economy. Therefore, this study is bounded within the proposition that online banner advertisement dimensions have consequences on brand purchase intention especially in the Arab world and particularly in Libya. The main emphasis is to identify and get comprehension into the main factors of online banner advertisement that impact consumer’s intention to purchase. The framework and the conceptual clarification from this study will go a long way in helping advert planners and business organizations to understand what matters more for consumers in the developing country context. Therefore, the propositions will significantly add to the general advertising enquiries and literature by showing that online banner advertising and other features affect the purchase intention of customers. Overall, this review fits into the small but growing subfield of research that is committed to identifying how purchase intention of consumers can be improved in the Arab world.

Keywords: Online banner advertisement, purchase intention, message appeal, interactivity, Attitude towards advertising.