The Influence Of Internet Advertising On Consumer Behavior

In the coming years advertisers are expected to spend millions of money in internet advertising than on Television, print ads like magazine or newspaper and other traditional advertising media like billboards etc. With the rapid growth and development in technology and innovation, the internet is becoming a platform where all the needs of the consumer can be satisfied and fulfilled. Be it shopping, communication, entertainment, information search, internet serves as a panacea for all their requirements and needs. Almost every human being who knows how to use computers are online every day for their personal work, but do they notice the advertisements, banners exhibited on that webpage, and most crucial their recall value.

The current study

Content analysis was used to analyze qualitative data while the quantitative data was analyzed using descriptive statistics using SPSS. Correlation analysis and regression was used to show the relationships among the variables. The study found that internet advertising was effective on users and creation of awareness due to diverse usage, and established that its reliability as an advertising media was low compared to TV. Internet advertising has significant relationship with purchase decision of the consumers and consequently is a key determinant in influencing consumer behaviour. The study determined that there is a positive relationship between internet advertising and consumer purchase decision and further suggests that companies should conduct a market research on the different markets in various countries to ensure that the internet advertising initiatives being implemented suits the targeted markets to improve product

They play a much more active and engaging role in searching for information they need online with some agenda in mind, and that goal or agenda can persuade how an individual behave and response to online information and advertisements (Smith, 2002). With the rapid advancement and growth in the technology and computer industry, many companies are choosing the Internet as part of their advertising media mix. It has become essential for companies to do so in order to take advantage of the online technologies and thereby have competitive edge (Calisir, 2003).

Marketers have been stressin on how the Internet has become a popular advertising platform because it possess greater flexibility in terms of time and space and control over the advertising materials. The investor can always trace the cost incurred in advertising on internet per customer. He can see where exactly has he paid money (Ducoffe, 1996). Another theory suggests that Internet can be used as an efficient tool for communication, both researchers and practitioners are keen to understand how to take full advantage and maximize the value of this communication medium (Rodgers and Thorson,