Paper Details

Digital advertising or Online advertising or Internet advertising or web advertising is a form of marketing and advertising which uses the Internet to deliver promotional messages to consumers. Online advertising is the best way to communicate to the customers. Online advertising helps informs the customers about the brands available in the market online and the variety of products useful to them. The present research framework deals with the impact of digital advertising on consumer behaviour. The present study describes various forms of digital advertising and its effectiveness and its impact on consumer behaviour. The examined sample consists of one hundred customers which have been randomly selected to study the impact of digital advertisement. The present research work reveals that the use of digital advertising is widely accepted phenomenon in today’s marketing concept. The scope of the research is narrowed down to the impact of digital advertising on consumer behaviour through mobile marketing, e-mail marketing, web marketing and marketing through social networking sites. The researcher used the frequency, percentages, mean and standard deviation and correlation for analysing the scores of digital advertisings and its variables measured for samples. The researcher drawn conclusions and suggestions based on fair and constructive findings from the data collected through respondents.

Digital advertising, SEO, Online Domain, AI of the products, Pop ups, web-banner