A STUDY ON THE EFFICIENCY OF POP-UP ADS IN FOOD DELIVERY APPLICATIONS

Abstract Digital communication with customers is the new trend in today’s world. The impact of pop-up advertisements plays a major role in the company’s overall sales, thereby boosting overall profitability. Previous research has an implication on pop-up ads and its positive impact on consumer purchasing behavior. However, there are limited studies as per Stimuli Reaction Theory (SR theory), this study implies SR theory and its impact on the perception of consumers. Previous researches have shown that how ads impact the consumer purchasing behaviour. However, not much study has been done in the area where SR model is used to show how the consumers perceive the pop-up ads and how they react accordingly based on the situation. This paper tries to implicate SR model and try to understand how the POP-UP ads are perceived by the customers. A total of 233 respondents were considered for the study, concluding that based on the timing of the pop-up ads there are moderate chances that the consumer will purchase the order. The study also concludes that the content and the relationship with the customer has to be maintained to increase the order volume. The proposed model can be used for future studies to get clear insight of the stimuli. There is scope for future research to be conducted on longitudinal study to understand whether the consumer will reassess the facilities and benefits after the customer has experienced the impact of pop-up ads.