DIGITAL ADVERTISING AND ITS IMPACT ON ONLINE CONSUMER BUYING BEHAVIOR

Using the internet and the World Wide Web, digital advertisers reach potential customers and current ones with promotional messages to get new ones and strengthen ties with the ones they already have. The Internet is a promising platform for establishing two-way communication between companies and their clientele. Marketers are investing more and more in online advertising because of consumers' widespread usage of the internet. This study employed a descriptive research strategy. This study's findings on consumers' buying habits online can be used to gauge the effectiveness of digital marketing campaigns. One hundred fifty locals from Kerala gave the research team invaluable first-hand accounts. The findings of the study indicate that consumers' purchasing decisions were affected by online advertising. Customers, however, consider digital advertising to be an entry point into a dialogue with the company whose products they buy.