Abstract

The study examined the impact of online advertisement on the customers and the extent of its influence on customers’ purchasing behaviour. This research is crucial because marketers are now allocating larger proportions to digital marketing. The study explores the factors which are affected by the online advertisement and which influence the perception of the consumers. 102 consumers participated in the study. Descriptive and inferential statistics regression analysis were done. The mean value of Consumers’ attitude is 3.91 followed by Consumers' perception 3.76. Consumers’ online purchasing behaviour has mean value of 3.78. The adjusted R-value of 0.549 shows that the model's predictor variables account for 54.9% of the variance in consumers’ behaviour related to online purchases. The findings showed that the model significantly predicted consumers’ behaviour about online purchases (F=62.523 P 0.05). The regression analysis's findings show that the model accounts for 54.9% of the variance and is a significant predictor of consumers’ behaviour regarding online purchases. The findings derived from this research could provide suggestions to improve the impact of digital marketing on consumer behaviour.

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