Reactions towards online advertisements for millennials: a fuzzy AHP approach

The purpose of this research is to concretise reactions of Indian millennials towards online advertisements and to prioritise these reactions. A questionnaire was circulated among 450 college students (online), from which 378 responses were used out of 415 responses received. Confirmatory Factor Analysis followed by the Fuzzy multi-criteria assessment method (F-AHP) was applied, initially to confirm the factors in the context of Indian millennials and then they were prioritized. The results show that among the 8 factors youth like the amusing factor very much with 21% while the authoritative nature of advertisements are not much appreciated by them and ranked lowest among all. Future research can be conducted using different methodologies, such as interviews, focus groups discussion, and expert talks to study the relationship between these factors and their impact on the youth, and various other dimensions can also be involved. The uniqueness of the study lies in the fact that the researchers have identified factors that affecting reactions of Millennials towards online advertisements. Further, these factors have been prioritized using Fuzzy AHP technique.