A STUDY ON IMPACT OF ONLINE ADVERTISEMENT ON CONSUMER BUYING BEHAVIOUR WITH SPECIAL REFERENCE TO MANGALORE CITY (KEY IJP************547)

• Dr. Kavyashree K

Abstract

Advertising is one of the marketing strategies to promote products to consumers. Media plays a significant role in disseminating the positive and negative features of products to the audience. The emergence of new technologies and the demand from customers result in to producing local media in international level. This paper focuses on analyzing the impact of the different online advertising on consumer buying behaviour. An attempt is also made to ascertain the impact of celebrity endorsement on buying decisions. The result showed that there is no much impact of online advertisements on consumer buying decision and the celebrity endorsement also do not serve the purpose to the fullest extent.