Role of Online Advertisement: Its Impact on Consumer Behavior

Abstract

Online advertising has become the most effective tool for having greater influence on consumer’s buying behavior by providing instant access to product information, promotional offers, and interactive content. The chief purpose of this research is to assess the role of online advertisements and its impact on the behavior of the consumer. A quantitative research approach was employed, and required data sets were collected through online questionnaire using the Likert Scale (five point). Responses were gathered from a targeted group of internet users to analyze their perceptions, attitudes, and buying decisions related to online advertisements. The findings of the study show that people feel confident purchasing branded commodities and also provide more information about the product. Respondent has the convenience of online shopping increased the purchasing. The study also shows that the respondents have trust in the online shops promoted through advertisement. Moreover, people are satisfied with online shopping experience and social media ads help improve the lifestyle of the customer.