ONLINE ADVERTISING AND IT’S IMPACT ON CONSUMER BUYING BEHAVIOUR

Abstract

Keeping in mind the ever-changing landscape of digital marketing, this study investigates the impact of online advertisements on customers' buying behaviors. The proliferation of online platforms and the increasing number of internet users present an opportunity for businesses to advertise to individuals. The fundamental objective of this research is to figure out how online advertising affects customers' emotions, decisions, and actions. This study synthesises existing literature, empirical data, and theoretical frameworks to investigate the many ways via which online advertising influences consumer behavior. The significance of targeted advertising in identifying and appealing to certain consumer demographics, the persuasive tactics employed by online ads, and the influence of social media endorsements and user-generated material on intents to purchase are all major aspects that are being investigated. The study's key findings indicate that online advertising significantly influences customers throughout the entire buying process, from first awareness and consideration through purchase and post-purchase actions. Customer engagement and brand memory can be enhanced through personalized and immersive advertising experiences made possible by the interactive nature of web platforms. Online content can be made more credible and trustworthy by adding social proof and peer endorsements. This, in turn, influences consumers' purchasing decisions. The ramifications of these results should be carefully considered by marketers and advertisers who wish to make the most of their advertising budgets and make the most of their online advertising strategies. By studying what makes people react to internet ads, businesses may refine their messaging, creative content, and targeting strategies. Because of this, they will be able to connect with their intended consumers and achieve their goals. Keywords: online advertising, consumer buying behavior, digital marketing, persuasive techniques, targeted advertising, social media endorsements, consumer engagement, purchase intentions.