Effect of Online advertisement on

Consumer Buying Behaviour- A

Review
Presented By:
Swati Jogi
Research Scholar
Shoolini University
Contents
 Introduction
 Objective of the study
 Research Methodology
 Review of Literature
 Conclusion
 Future studies
 INTRODUCTION
 Online advertisement means using an online platform to
advertise the product.
 The online platform can be social media like Facebook,
Instagram, Youtube, Pinterest, Twitter, etc., and another
platform like Google, banners on different websites.
 Helps to create awareness and brand image.
 Use for the realization of existing needs.
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 People of all ages and groups use the Internet for
different purposes.
 Very famous among the organizations because it is
cheap, consistent, easy to target a vast audience, etc.
 Online ads. significantly raises the consumers
intentions towards the product and buying behavior
(Pravin B. Suryawanshi, 2016).
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 According to the article published on indiafreenotes
site on dated 6th of Feb, 2020 there are different
types of online ads.
 Direct mails,
 Social media,
 Video ads,
 Banners on web page,
 Search engine optimization, etc.
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 WWW is a standard advertisement platform. Social Media

marketing and Pintest are very famous online marketing

channels. Through web, business can be advertise world
wide with rich media tools, interactive services, and global
reach. (Bakshi 2013).
 According to Njuguna and Ngure Alvin (2017), online

advertisement playing an important role to communicate,

creating interest, and also brand awareness among the
consumers. It becomes a tool for consumer decisions.
Objectives of the study
i. Whether online ads have significant relationship with
buying behaviour?
ii. Whether online ads are changing the perception of the
consumers?
iii. What factor of consumer behaviour is most important
to be considered before ads appear online?
Research Methodology

Secondary data has been collected through different

websites like Google Scholar, Research gate,

Shodhganga and also studied some articles online
available.
Research papers and articles have been studied.
From the Review of Literature
 There is a financial and non-financial risk that is affecting
the online buying behaviour of consumers. There is a trust
issue (Moshrefjavadi et al. 2012); (Anusha 2019) .
 Online ads are helping in gaining the trust of consumers.
Consumers like to buy online because of the ease to get
more information about the products (Moshrefjavadi et al.
2012).
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 It helps clients select a range of items dependent on shading

blend, size, and shape and empowered clients to choose

major brands inside their item range (Odero, Valerie Hilda
2019); (Anusha 2019), (Bhat, Shetty, and Maiya 2020).
 Mohammed and Alkubise (2012); Anwar and Reham (2013);

Afzal and Khan (2015); Njuguna and Ngure Alvin (2017)

have the same view that Attitude is the most important factor
that affects online buying behaviour of the consumer.
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 In view of digitalization, the vast majority like to buy on the

web, since it is simpler, quicker, and convenient than the

traditional technique (Bhat, Shetty, and Maiya 2020).
 Kalia and Mishra (2016); Njuguna and Ngure Alvin (2017);

Anusha (2019); (Bhat, Shetty, and Maiya 2020) have

accepted that online ads are very effective in changing and
shaping the perceptions of the consumers. They also
concluded that because of the trust issue consumers prefer to
buy products from the official sites of the company.
 CONCLUSION
 Online ads can change the perception of the consumers.

 Its motivating the consumers to purchase the product.

 It is helping the companies to create brand image for their

product.
 Through this they are able to target large audience for their

specific product.
 There is a significant relationship between buying behavior

and online advertisement.

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 There are some factors like brand loyalty, values, previous

experience with the product purchased online, reviews of the

consumers, etc. that affects online buying decision process.
 The most important factor i.e. attitude has very significant

and positive impact on consumer buying decision.

 The attitude of consumers also be changed through online

advertisement.
A Note for the Readers
 How trust issues can be resolved? Or How negative
attitude of consumers can be changed through online
advertisements?
 A very little research has been done in rural areas in India.
 Effect of online ads or social media ads on different age
groups.
 How online ads are changing the perception of consumers.
This is not the end
To be Continued…

Thank You.