Abstract
In the era of digitization, the landscape of marketing has undergone a profound transformation. Traditional methods of advertising are gradually being overshadowed by the pervasive influence of online platforms. Among the myriad forms of online marketing, online advertising stands out as a powerful tool for reaching consumers in an increasingly interconnected world. In the context of India, a country witnessing rapid digitalization and a burgeoning online population, understanding consumer buying behavior regarding online advertisements assumes paramount importance. This introduction serves to contextualize the significance of studying consumer behavior in the realm of online advertising within the Indian market. The proliferation of the internet and the widespread adoption of smartphones have revolutionized the way businesses engage with consumers. Online advertising, encompassing various formats such as display ads, social media promotions, search engine marketing, and influencer collaborations, has emerged as a cornerstone of modern marketing strategies. Its appeal lies in its ability to target specific demographics, track user interactions, and personalize content, thereby enhancing its effectiveness compared to traditional advertising channels.
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