UGC Approved Journal no 63975(19)

ISSN: 2349-5162 | ESTD Year : 2014
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Published in:

Volume 10 Issue 1
January-2023
eISSN: 2349-5162

UGC and ISSN approved 7.95 impact factor UGC Approved Journal no 63975

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Published Paper ID:
JETIR2301313


Registration ID:
507382

Page Number

d89-d92

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Title

A STUDY ON IMPACT OF DIGITAL ADVERTISING ON ONLINE CONSUMER BUYING BEHAVIOUR AT SIVAKASI

Authors

Abstract

Digital advertising refers to marketing through online channels, such as websites, streaming content, and more. Consumers are spending more and more time connected to the Internet through their computers, smartphones, and smart home devices. The aim of the study is to find out the impact of digital advertising on online consumer buying behavior at Sivakasi, Tamil Nadu. Primary data has been collected through structured questionnaire with open and closed ended questions through google forms. Due to unknown population, the data was collected from 150 consumers on convenient basis. Data Analysis tools like reliability test, descriptive statistics were used to identify the effect of digital advertising on online consumer buying behavior at Sivakasi city. The study found that there is a significant effect of consumer perception on digital advertising, and its effectiveness. It was also found that digital advertising is the highly preferred due to the emergence of social media, through which it induces the consumer to take online buying decisions. The online advertisement has great impact on buying behavior and purchase decision making on online consumers. Possible suggestions and conclusion were also discussed

Key Words

Digital Marketing, Consumers buying Behaviour

Cite This Article

"A STUDY ON IMPACT OF DIGITAL ADVERTISING ON ONLINE CONSUMER BUYING BEHAVIOUR AT SIVAKASI", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 1, page no.d89-d92, January-2023, Available :http://www.jetir.org/papers/JETIR2301313.pdf

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2349-5162 | Impact Factor 7.95 Calculate by Google Scholar

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 7.95 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Cite This Article

"A STUDY ON IMPACT OF DIGITAL ADVERTISING ON ONLINE CONSUMER BUYING BEHAVIOUR AT SIVAKASI", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 1, page no. ppd89-d92, January-2023, Available at : http://www.jetir.org/papers/JETIR2301313.pdf

Publication Details

Published Paper ID: JETIR2301313
Registration ID: 507382
Published In: Volume 10 | Issue 1 | Year January-2023
DOI (Digital Object Identifier):
Page No: d89-d92
Country: Sivakasi, Virudhunagar District, Tamilnadu, India .
Area: Management
ISSN Number: 2349-5162
Publisher: IJ Publication


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