Study on digital advertising and its impact on consumer behavior

Abstract

Digital advertising or online advertising or Internet advertising or web advertising is a method of marketing and advertising which practices the Internet to deliver positive messages to consumers. Online advertising is the preeminent way to interconnect to the customers. Online advertising helps advises the customers about the brands existing in the market online and the multiplicity of products useful to them. The present research context deals with the impact of digital advertising on consumer behavior. The present study defines various forms of digital advertising and its efficiency and its impact on consumer behavior. The inspected sample contains of one hundred customers which have been arbitrarily selected to study the impact of digital advertisement. The present research work discloses that the use of digital advertising is widely known phenomenon in today’s marketing concept. The scope of the research is pointed down to the impact of digital advertising on consumer behavior finished mobile marketing, e-mail marketing, web marketing and marketing through social networking places. The researcher used the frequency, percentages, mean and standard deviation and correlation for analyzing the scores of digital advertisings and its variables restrained for samples.