A Study on Impact of Online Advertising on Consumer Buying Behaviour of Mobile

Phone V. Tamilarasi, S. Tamilselvan

Online Advertising; Consumer Behavior; Mobile Phones; Digital Marketing; Social Media.

The shift in advertising expenditure from traditional media to digital platforms is a defining trend of the modern marketing era. This study investigates the impact of online advertising on the consumer buying behavior specifically for mobile phones, one of the most heavily advertised product categories online. Utilizing a descriptive research design, primary data was collected from 161 respondents through a structured questionnaire. The findings indicate that online advertising is highly effective in creating awareness and providing information, with 69.6% of respondents finding it informative. Social media and e-commerce platforms are the dominant channels, with Flipkart (70.8%) and Amazon (70.2%) being the most preferred sites for purchase. However, the influence on the final purchase decision is nuanced; while ads create awareness, their repetitive and intrusive nature can cause irritation (47.8%). The study concludes that online advertising is a powerful, indispensable tool for reach and information dissemination in the consumer journey, but its ultimate effectiveness in driving purchases depends on a strategic balance between informativeness, entertainment, and respect for consumer privacy.

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