Nowadays advertising has become a lifeline for business and endorsement of a females in advertising has become an unavoidable fact. Over a few decades, a wide range of researches have been carried out on female role portrayal in advertisements however, the role of demographic factors to moderate...

Seeking information about a product has always remained the most important element before purchase a product. The drive behind this study is to look in detail at the mediums where consumers land up to seek information about a product on the World Wide Web. The most common sources a consumer can...