IMPACT OF INTERNET ADVERTISEMENT ON CONSUMER BUYING BEHAVIOUR

Volume : VII, Issue : VII, July - 2018

Raimohan Dash

With the rapid growth in technology, the internet is becoming an important one stop point for consumers in 􀃶nding

most of their needs. Be it communication, entertainment, shopping, information search, internet serves as a

panacea for all their requirements. Internet advertising oadly consists of various commercial content formats delivered by video clip, print,

and audio; either solicited or unsolicited and includes company web sites, corporate logos, e-mail messages, pop-ups, banner ads,

skyscraper ads, buttons, interstitials, hyperlinks, dynamic media, and interactive games. It is important for local businesses to look into

internet advertising as more consumers turn to the internet for their purchasing. Many consumers are online every day for their personal

work, but do they notice the ads, banners displayed on that webpage and most important their recall value. Internet advertising has

signi􀃶cant relationship with purchase decision of the consumers and therefore is a key determinant in in􀃸uencing consumer behaviour and

there is a positive relationship between internet advertising and consumer purchase decision.