Abstract: This dissertation investigates the influence of online advertising on consumer inclinations and purchasing behaviour in the digital age. As marketing efforts increasingly shift toward digital platforms, understanding the complex dynamics between online advertisements and consumer decision-making processes has become crucial. The study aims to unravel the intricate relationship between these two elements, providing insights into how online ads shape consumer preferences, attitudes, and purchasing decisions. The research employs a mixed-method approach, combining quantitative data from a survey of 100 respondents with a qualitative review of relevant literature spanning the past 10-20 years. The survey data offers valuable insights into consumers' perceptions, attitudes, and experiences with online advertising, while the literature review provides a comprehensive understanding of the theoretical underpinnings and empirical findings from prior research. Through factor analysis, the study identifies three key dimensions that collectively explain a significant portion of the variance in consumer behaviour toward online advertisements: the influence of price discounts, satisfaction and engagement levels, and the visual appeal of advertisements. These findings shed light on the critical factors that drive consumer responses to digital marketing campaigns. The dissertation contributes to the growing body of knowledge in digital marketing and consumer behaviour, offering practical implications for businesses and marketers seeking to navigate the ever-evolving landscape of online advertising. By uncovering the underlying mechanisms through which online ads influence consumer inclinations, this research provides valuable insights for developing effective digital marketing strategies that resonate with target audiences and contribute to business success in the digital era