• JEEVA PRIYA J

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

Digital Marketing, Consumers buying Behaviour

"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

"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