Factors Affecting Consumer Response towards Digital Advertising and Buying Behaviour

Abstract

A. Malarvizhi and P. Deivanai

The present situation is full of urgent needs for the future, which have been essentially becoming such a fundamental part of our everyday lives. In the area of communication and the media, there have been several significant changes in recent years. Many new concepts popped up and new media advertising is one of them. New media advertisement is a synonym for digital advertising. The volume and coverage of Digital advertisements are increasing dramatically. Businesses are investing more in digital marketing than in the past. The primary objectives of this study are to identify the effectiveness of digital adverting also analyze the factors influencing consumer buying behaviour of digital advertising. 120 Coimbatore respondents make up the sample size. Tools used for the study are simple percentage analysis, factor analysis, and ANOVA. The output of the study shows that Entertainment, easy to use and attractive advertisement are the main factors of the respondents to choose digital advertainments. Due to the effevtiveness of digital advertisement people choose for promoting their business and customers also choose digital advertisement for promote their product and services.

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