Impact of Online Advertisement on Consumer Buying Behaviour

Abstract : The growth of digital technology has increased the importance of online advertisements in influencing consumer buying behaviour. The present study examines the impact of online advertisements on consumers' purchase decisions, consumer response and expectations regarding online advertising. The study is based on primary data collected from 105 respondents using a structured questionnaire, and percentage analysis is used for interpretation. Previous study has indicated that online advertising is more effective than traditional advertising as it increases product awareness and influences buying behaviour, though trust issues still exist. The study aims to understand consumer perceptions and behavioural responses towards online advertisements in the digital environment.