Online advertising is a type of showcasing and promoting which utilizes the Internet to convey special advertising messages to shoppers. The objective of the study is to analyze the effectiveness of online advertisement and its impact on the consumer buying behaviour. The majority of the respondents (65%) agreed that online advertisement are almost everywhere on internet. The internet play an important role in the consumer purchasing decision process than advice from friends/family and any other medium such as television, newspaper etc. Global marketers and advertisers are turning to online advertising because of the unique and versatile capabilities of the Internet. In order to review the literature, research papers and articles have been collected from the different journals related to advertising, marketing and consumer buying behaviour. The study concluded that the impact of online advertising on consumer buying behaviour increased any other forms of advertising.
Advertising, Consumer buying behaviour, Internet, Online advertising
