An Empirical Study on the Impact of Online Advertising on Consumer Purchase Decision

Abstract

In recent times, new media has begun to replace many historical ways of communication, such as letters to emails, phone calls to voice messages, physically meeting people and chatting verbally to video calls and conferences, and so on. This study focuses only on one component of new media, namely online advertising and its impact on consumer purchasing behaviour. Online advertising has become an integral part of our daily lives; the idea that we can access a wide range of things from all over the world with the press of a mouse has revolutionized the advertising and shopping sectors. This study sheds light on a few crucial facets of the advertising sector and the idea of consumer purchase decision, including "what exactly is meant by the term "online advertising," how advertisements or the advertising sector gradually became the foundation of online shopping, its benefits and drawbacks, and consumer purchase decision, as well as the impact of online advertising on consumer purchase decision." To conduct this study, a quantitative approach was used, and Google forms were used to deliver surveys to the sample that had been chosen using simple random selection. Following the analysis of the gathered data, it was discovered that a substantial correlation between internet advertisement and consumer purchase decisions as well as a considerable effect of online advertising on consumer purchase decisions