1Research scholar, Department of Journalism and Mass Communication, Karnataka State Akkamahadevi Women's University, Vijayapura, Karnataka, India
2Assistant Professor, Department of Journalism and Mass Communication, Karnataka State Akkamahadevi Women's University, Vijayapura, Karnataka, India
Online published on 1 May, 2023.
In 21st century the popularity and importance of online advertisement has been increasing rapidly. In the present era the concept of digital marketing have high influence on consumers buying behaviour. Marketing and advertising industries has spending money on online advertisement than before. Advertisers or advertising agencies want to make internet advertising more like TV and Radio advertising. They want to make more attractive and informative ads than other media. The main purpose of this study is to examine how the online advertisements impact on buying behaviour of women and to know how women engaged with online advertisements. The responses were collected through the google form by structured questionnaire. The area of the study is Vijayapura city of Karnataka state. A total of 124 respondents were selected. It is found from the study that online advertisements are most effective and it has more impact on buying behaviour of women.
Online advertisements, Online shopping, Pop-up ads, Women, Buying behaviour
