• Dr. V.C.Jeyaratha
• Dr. J. Elizabeth Vijaya

The greatest product or service in the world won't make money unless consumers know it exists, this is why Advertisements is considered so important. An Advertisement is an audio or visual form of marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea. Online advertising is latest and fastest growing means of advertisement of modern era. This study examines the impact of online advertising on the consumer behaviour. This study will help in understanding the importance of online advertisement on consumer buying behaviour. With the advancement of internet, Web has become the most preferred medium for the business firms to promote their products and services. The modern business world has become digitalized and people prefer to buy stuff online, which is easier, faster and considered more convenient than the traditional modes. Online advertising offers a wide spectrum of recognition, which is incomparable to any other modes of advertising. Here, the researchers have used random sampling method for distributing the questionnaire in order to study the impact of online advertising on consumers buying behaviour with special reference to Thoothukudi district.

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"A STUDY ON IMPACT OF ONLINE ADVERTISING ON CONSUMERS IN THOOTHUKUDI DISTRICT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 1, page no.9-14, January-2019, Available :http://www.jetir.org/papers/JETIR1901H67.pdf

"A STUDY ON IMPACT OF ONLINE ADVERTISING ON CONSUMERS IN THOOTHUKUDI DISTRICT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 1, page no. pp9-14, January-2019, Available at : http://www.jetir.org/papers/JETIR1901H67.pdf