A STUDY ON THE EFFECT OF ONLINE ADVERTISING ON CONSUMER BUYING BEHAVIOUR

Abstract

The finding of this study reveals significant insights into the relationship between online advertising and consumer buying behavior.it is observed that well-executed online advertising campaigns can effectively influence consumer perceptions, preferences, and purchase intention. The study identifies the use of personalized content, interactive features, and social media engagement. Additionally, the research highlighting the importance of trust, credibility, and transparency in online advertising, as consumer are more likely to make purchase decisions when they perceive the information as reliable