A STUDY ON INFLUENCE OF ONLINE ADVERTISEMENT IN BUYING BEHAVIOUR AMONG THE COLLEGE STUDENT IN MADURAI CITY

Special Issue - Innovative Commerce: Bridging Business and Computer Applications (ICBBCA-2026) |PG Department of Commerce with Computer Applications, Mannar Thirumalai Naicker College, Madurai – March 2026| International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)

Abstract

The rapid growth of internet usage and digital technologies has significantly transformed the marketing landscape, especially in urban centers such as Madurai. Online advertisements through social media platforms, search engines, websites, and mobile applications have become powerful tools influencing consumer decision-making processes. Among various consumer segments, college students represent a highly active and responsive group due to their frequent internet usage, technological adaptability, and exposure to diverse digital content. This study aims to examine the influence of online advertisement on the buying behaviour of college students in Madurai city. The research focuses on understanding students’ awareness levels, attitudes toward online advertisements, factors influencing purchase decisions, and the impact of different digital platforms such as social media, video streaming sites, and e-commerce websites. Primary data were collected using a structured questionnaire from selected college students, and appropriate statistical tools were applied to analyze the relationship between online advertising and consumer purchasing patterns.

References

1. Internet and Mobile Association of India. (Various years). Digital Advertising in India Reports.
2. Statista. (Recent reports). Online Advertising and Consumer Behaviour Statistics.
3. Nielsen. (Various years). Global Trust in Advertising Report.
4. Reserve Bank of India. (n.d.). Digital Payment and Online Transaction Reports.
5. Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.

Keywords

Online Advertisement, Buying Behaviour, Consumer Behaviour, College Students, Digital Marketing, Social Media Advertising, Purchase Decision, Brand Awareness.