THE IMPACT OF ONLINE ADVERTISING ON THE BUYING BEHAVIOR OF CONSUMERS

Abstract

The present research report delves into assessing the influence of online advertising on consumer buying behavior, particularly how it enhances consumer intentions toward products and their purchasing behaviors. The study highlights that consumer purchasing behavior is significantly affected by the image of the product portrayed by advertisers. Conducted in March 2024 in Gautam Budha Nagar, Uttar Pradesh, the research gathered primary data through questionnaires, while secondary data were obtained from the internet. The sample consisted of 50 respondents, comprising individuals from various backgrounds Random sampling method was employed for selecting the participants. As technology advances, marketers increasingly utilize online platforms like websites, blogs, and advertising campaigns to enhance brand visibility. In India, online advertising grows by 25–30% annually, fueled by the country's status as home to the world's largest Facebook population. Rapid digitization has expanded the use of online marketing through various online channels and networking methods, allowing businesses to connect with audiences effectively. India also has the World’s largest Facebook population. The use of online marketing has widened as a result of quick digitization, through websites, networking methods, etc. Internet usage is commonplace. The findings of the research emphasize that online advertising consistently exerts a substantial impact on consumer purchasing trends and behaviors. Additionally, the report underscores the significance of return on investment (ROI) and product quality in influencing consumer buying behavior. Furthermore, the study acknowledges that online celebrity endorsements also play a role, albeit to a lesser extent, in shaping purchasing behavior. Keywords: - Online advertising, Digital Marketing, Customer behaviour, Customer segmentation