Author: Dr. Manoj Kumar Sharma
DOI Link: https://doi.org/10.70798/Bijmrd/04040017
Abstract: Aim of the study: This study aims to investigate the multifaceted influence of online advertising on consumer purchasing decisions, particularly examining how various dimensions such as informativeness, credibility, and interactivity shape consumer preferences and subsequent buying behavior.
Methodology: A quantitative analysis of consumers will be done to capture the nuanced psychological and behavioral responses to digital advertising.
Findings: Preliminary findings indicate a significant positive correlation between perceived ad credibility and purchase intent, with interactive ad formats demonstrating a higher propensity to influence consumer decision-making compared to static banners. The research further intends to explore the evolving landscape of internet advertising, particularly focusing on how advanced formats and increased investment in digital campaigns by companies are shaping consumer inclinations and purchasing behaviors. This extensive growth in online advertising, spurred by the vast increase in internet users, necessitates a deeper understanding of its intricate correlation with consumer shopping behavior.
Implication: This study provides critical insights for advertisers and marketers to optimize digital campaign strategies, enhance consumer engagement, and ultimately drive sales by leveraging the persuasive power of online advertising. Furthermore, it addresses existing research gaps by analyzing both short-term persuasive effects and long-term behavioral modifications influenced by varying digital advertising modalities.
Keywords: Online Advertising, Consumer Behavior, Purchase Intention, Digital Marketing, Advertising Effectiveness.
Page No: 117-129