A study on effect of Digital Advertising on Consumer Behaviour and Gratification

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Jenoba. P

Abstract

Digital advertising has rapidly grown up all over the world. The internet usage is an important factor of digital advertising. There are many people attracted with digital advertisement. Hence, the buying range will be increased through the online advertising. When the people seeing the digital advertisement it may create outline of the products in the mind and they want to buy the products. Often, people searching the cost of product, many homogeneous and sub products. In the consumer point of view they can easily getting some idea through the digital advertisement. In this research discussed the spending time and awareness of the consumers, the kinds of advertisements are mostly attracted by the consumers, the level of gratification of consumers while purchasing products after seeing advertisement.

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