© 2024 JETIR March 2024, Volume 11, Issue 3 www.jetir.

org (ISSN-2349-5162)

“INFLUENCE OF ONLINE ADVERTISEMENT

IN BUYING BEHAVIOUR AMONG THE
LOVELY PROFESSIONAL UNIVERSITY
STUDENTS”
Sidharth Sharma1, Ujwal R2, Astha Awasthi3
Students of
Lovely Professional University

Abstract: The proliferation of online advertising has significantly impacted consumer behavior, and Lovely
Professional University students are a demographic particularly susceptible to its influence. This research
investigates the persuasive techniques employed in online advertisements and their effectiveness in shaping the
purchasing decisions of Lovely Professional University students. Drawing upon the insights gleaned from a self-
administered questionnaire distributed to a sample of Lovely Professional University students, the study explores
the prevalence of online advertising exposure, perceived persuasiveness of different ad formats, and factors
influencing students' susceptibility to online marketing messages. The analysis considers the impact of social
media integration, influencer marketing, and personalized targeting on students' buying habits. The findings aim
to contribute to a comprehensive understanding of the dynamics between online advertising and Lovely
Professional University student consumer behavior, informing both marketing strategies and responsible
consumer education practices.
Keywords: Advertisement, Brand attitude, Purchase intention, Buying behavior, LPU Student, and India.
Research Type: Research Paper

Components of the Conceptual Framework:

 Independent Variable: Characteristics of online advertising (factors like ad format, emotional
appeal, use of humor, and presence of social proof.
 Dependent Variable: Buying behavior (amount of money spent online, frequency of online
purchases, types of products purchased, and brand choices made).
 Mediating Variable: Perceived persuasiveness of online advertising, Brand attitude, and Purchase
intention.
 Moderating Variable: Individual characteristics, social media usage, Cultural factors.

INTRODUCTION
The Internet has impacted every aspect of modern society, which has changed commerce, education,
entertainment, and communication. Additionally, it has become a potent advertising medium, drawing large sums
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of money from businesses looking to connect with a wide range of consumers. The Internet provides consumers
with a distinct advantage over traditional advertising mediums: the capacity to manage their exposure to
commercial messaging. People feel more in control of when, what, and how much advertising they consume,
which may change how people react to information and commercials they see online.
1.1 The Rise of Online Advertising
Due to its inherent versatility and flexibility, the Internet is a very appealing medium for advertisers. Search
engine marketing (SEM), social media advertising, display advertising, and native advertising are just a few of
the many forms that make up online advertising. Compared to traditional advertising tactics, these formats
enable targeted marketing efforts that reach a more relevant audience because they adapt to specific consumer
interests and browsing behaviors. The internet also gives advertisers access to real-time data and analytics, which
allows them to assess the success of their campaigns and make necessary adjustments in real time. Advertising
tactics can be more effectively and economically implemented thanks to this data-driven strategy.
1.2 Consumer Control in the Digital Age
The power relations between customers and advertising have changed significantly as a result of the Internet. In
contrast to conventional advertising methods that frequently inundate customers with unwelcome messages,
individuals have more control over the content they come across in the online world. Customers can opt to ignore
pointless marketing messages, use ad blockers, or simply skip video advertising. This reduces their exposure to
unwanted commercial content and gives them the ability to design a more personalized online experience. This
change in power enables people to become more astute consumers, which may raise people's suspicions about
advertising messages and increase their demand that companies be more transparent.

1.2.1 The Impact on Consumer Behavior

Consumer behavior may be impacted by the growth of online advertising in several ways. First off, since online
advertising is targeted, consumers may feel more individualized and likely to make a purchase. This could boost
brand loyalty. Compared to generic marketing initiatives, consumers might be more responsive to advertising
messages that are pertinent to their needs and interests. Second, because online advertising is so common, it may
cause "banner blindness," a condition where people grow numb to the never-ending stream of promotional
material. This could eventually reduce the efficacy of online advertising. Lastly, customers can be better equipped
to make informed judgments about what to buy by having easy access to price and product information online.
This could lead to heightened competition and price sensitivity.

2. Comparing Online and Traditional Advertising

While the goals of traditional and internet advertising are the same—to influence customer behavior and promote
goods and services—they differ greatly in terms of their reach, ability to target specific audiences and degree of
user control. Conventional advertising techniques, including print and television commercials, can reach a wider
audience but are unable to target interests or demographics. On the other hand, online advertising enables more
accurate targeting by contacting people according to their demographics, search history, and online behavior.
Reaching the most relevant audience with this focused strategy can be very successful and increase the return on
investment for advertising.
2.1 The Rise of E-commerce and Online Shopping
The manner in which people shop has also been revolutionized by the internet, in addition to advertising. With
the rise of e-commerce sites like Amazon, Flipkart, and Snapdeal, customers now have easy access to a huge
selection of goods at affordable costs. These platforms frequently use Internet advertising techniques to connect
with prospective clients and advertise sales and discounts. Online comparison shopping's ease of use gives
customers the power to make well-informed decisions, which may raise their sensitivity to pricing and cause them
to gravitate toward companies that provide the best value.
2.2 The Future of Online Advertising
The future of online advertising is probably going to be more personalized, interactive, and ethically conscious
as consumer behavior and technology continue to change. Advertisers will probably utilize artificial intelligence

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and machine learning to generate highly customized ad experiences that address individual wants and tastes. In
addition, customers may have a more immersive and interesting experience with the growing popularity of
interactive advertising formats like augmented reality and virtual reality. To preserve consumer confidence and
guarantee the long-term viability of online advertising, issues with data privacy and moral advertising must be
resolved. In the dynamic world of digital marketing, firms will need to strike a balance between protecting
consumer privacy and doing effective marketing.

3. The Ethical Landscape of Online Advertising

Significant ethical questions have also been brought up by the growth of online advertising, namely about data
protection and the possibility of manipulation. The gathering and analysis of user data is a major component of
online advertising, which may give rise to worries about personal privacy and the exploitation of this data.
Customers may get suspicious of online advertising tactics and feel as though they are continuously being
followed and targeted. Furthermore, the potential to customize advertising may give rise to moral questions about
the manipulation of customer behavior and the exploitation of prejudices. Marketers may take advantage of
people's emotional weaknesses and influence them to make rash purchases by using complex algorithms. To
guarantee responsible and ethical behavior in online advertising, these ethical considerations demand greater
openness and more stringent restrictions.

Research Gap: Few studies examine how these behaviors and impacts change over time, while many
concentrate on understanding consumer behavior and the effects of diverse elements like advertising, social
media, and demographic variables. That is to say, while a lot of research examines consumer behavior and the
factors that affect purchase decisions, these patterns are frequently not maintained over time. It resembles trying
to take a picture of a moving train without looking where it's heading. Long-term research could provide more
insight into how people's buying preferences shift over the course of months or years, enabling us to better
understand what motivates them and tailor our responses. It functions similarly to a more lucid map for navigating
the realm of consumer behavior.
Objective of Study
 To examine which online advertisements influence the buying behavior of Lovely Professional University
students.
 To examine the relationship between online advertisements and buying behavior.

REVIEW OF LITERATURE
C Comegys, M Hannula, J Väisänen - Journal of Targeting, Measurement …, 2006 This study examines the
online purchase behavior of university-aged students, known as the 'Net Generation', from Finland and the USA,
two leading IT nations. It compares online shopping behavior data from 2002 to 2004/2005 in both countries,
aiming to understand any changes over time. The research evaluates whether online shoppers from these nations
approach the consumer buying decision process differently over the years. The findings offer valuable insights
for consumer e-marketing companies, aiding them in understanding and catering to the evolving online shopping
behaviors of this key demographic.
B Bouwman - 2008 This study explores the evolving landscape of advertising in light of globalization,
digitalization, and Generation Y's unique media consumption habits. Focusing on second-year undergraduate
students (n=129) at North-West University's Potchefstroom Campus, the research investigates their study
behaviors, media usage, and advertising interests. Although findings reveal minimal variation among students,
trends suggest a preference for electronic media, particularly e-learning platforms, and the Internet. However,
further investigation is needed to understand their value-for-money preferences and future planning
considerations. Overall, while some shifts towards electronic media are noted, the study emphasizes the
importance of considering generational behavior in advertising strategies and recommending broader,
multicultural investigations. The invention of the internet has brought about countless changes in human life.
Khare &Rakesh, (2011): Conducted in India on “Antecedents of online shopping behavior and advertisement:
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an examination “. Found that Indian students’ intention to purchase online is influenced by utilitarian value
attitude towards online shopping availability of information and hedonic value.
Hooda, s., & Aggarwal, s. (2012) This study examined consumer behavior toward e-marketing in Jaipur City,
India. While everyone used the internet, differences existed in online trading based on age, not gender. The study
suggests businesses leverage these insights to improve their online marketing strategies for better e-commerce
success.
P Pardhe – 2013 This research explores factors influencing online buyers' behavior in India. It identifies website
design, reliability, customer service, and security as key factors shaping consumer perceptions of online
purchasing. Different types of buyers, including trial, occasional, frequent, and regular, perceive these factors
differently. While security/privacy concerns are uniformly important, variations in perceptions of design and
reliability impact purchase frequencies. Understanding these dynamics can help e-marketers tailor strategies to
convert potential customers and retain existing ones in India's growing e-commerce landscape.
Kumar & Raju, (2013): They studied “The Role of Advertising in Consumer Decision Making” and have found
that advertisements can change the consumer’s opinion about a particular product. Advertising has always been
known to be one of the key factors that affect a consumer’s decision-making process. In this paper, we have
attempted to combine different sets of variables from these previous studies to test and analyze how they impact
consumer’s buying intention.
Vaidehi p Usha, (2014): It was done in India and revealed that male students are more interested in purchasing
goods and services online when compared to female students. This study exhibits that factors such as shopping
online save time, availability of the product for less price, promotions that e-retailers are providing, and ease of
payment are motivating drivers to encourage students to shop more online. However, both male and female
respondents preferred to purchase goods online and they were more interested in buying apparel electric goods,
and books through online.
Upasana Kanchana et. Al, (2015): Studied the online purchase behaviour of customers in India. The research
work is descriptive and analytical based on empirical observation and a comprehensive survey. To test which
kind of people adopt online purchasing. It is conducted on the higher income groups and educated people are
purchasing more via e-retaining websites.
M.Mahesh Kumar & Sobha. P.G. (2015): Conducted “A study on online shopping behaviour among higher
education students with special reference to Palakkad”, The main objective of the research is to know the
influential actors in buying online products. The researcher analyzed various factors that influence online
shopping. The major findings of the study are marketing mix, reputation, convenience are important factors in
shopping online.
Chawla Mamta, (2015): Conducted her study in India on “Online buying behaviour: A study of university
students. Psychological theories are utilized to understand the behavior of the individual which is extensively
employed to predict information systems or technology adoption to online shopping. Interestingly time saving
and convenience are long been associated is contradictory to the strengthening mall culture and retail chains'
emergence in even developing countries like India.
md. Asaduzzaman (2015) This study explored how online advertising affects university students' buying habits
and their feelings towards it. The research found that online ads indeed significantly impact students' purchasing
decisions, with various factors (like gender, income, and internet usage) influencing this effect. By examining
specific variables like purchase involvement and attitude toward online ads, the study provided valuable insights
into how universities and advertisers can better understand and target students.
Akpan, C.S., Nwankpa, N.N. and Agu, V.O., 2015 This study explored how Facebook ads influence Nigerian
university students' buying habits. It found that most students see and understand these targeted ads, but the
influence on their actual purchases wasn't significant. The study suggests that advertisers need to create more
engaging and persuasive ads to effectively reach this audience.
Afzal and Khan 2015 investigated how both online and traditional advertising affect consumer choices when
buying branded clothing. Their research, based on responses from 300 people, concluded that online advertising
has a significantly stronger impact on purchase decisions compared to traditional methods. While traditional

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advertising still plays a role, it's to a lesser extent. This suggests that brands looking to influence consumer
behavior in the garment industry should prioritize online advertising strategies.
Kibona - Asian Journal of Research in Banking and Finance, (2015) This study investigates the impact of
billboards, media communication, and POS materials D advertisements on consumer buying behavior, focusing
on Coca-Cola consumption in Dar-es-Salaam, Tanzania. Using regression analysis with control variables, it found
significant positive relationships between media communication, billboards, POS materials advertisements, and
consumers switching to Coca-Cola. Additionally, the expected positive relationships were observed for sales
promotion, personal selling, and publicity. These findings underscore the influential role of various advertising
channels in shaping buying behavior.
N Giri, SB Christopher (2015) Research indicates Facebook's significant influence on consumer behavior,
particularly among youth. Studies by Desai et al. (2012) and Barhemmati and Ahmad (2014) highlight Facebook's
effectiveness in advertising and its positive impact on consumer engagement and purchasing behavior. Ezumah
(2013) emphasizes Facebook's appeal due to its ease of use and versatility. The proliferation of social networking
sites, facilitated by advancements in the IT sector, has led to Facebook becoming a primary platform for viral
marketing. As connectivity becomes more accessible, Facebook's role in shaping decision-making among youth
becomes increasingly critical.
Tahir Ahmad Wani & Suiyed Wajid Ali, (2016): Made study on determinants of online purchase intentions: A
study of Indian buyers. The primary goal of the study was to highlight the major determinants of online purchase
intentions of Indian online consumers. Of a diverse set of factors that were thought to be crucial in the formation
of online purchase intentions, only four were of greater importance. The finding of the study is in an overall
manner very insightful for the players of e-commerce in the Indian scenario.
Thangaraja and Subha Lakshmi (2016) explored the impact of self-efficacy on online shopping attitudes
towards cosmetics in Tirunelveli district, India. Investigating both general internet self-efficacy (GISE) and web-
specific self-efficacy (WSSE), the study employed convenience sampling of 316 online cosmetic buyers. Through
questionnaires and statistical analysis (ANOVA and regression), they found that both GISE and WSSE
significantly influence online shopping attitudes toward cosmetics. While the study highlights the importance of
self-efficacy in this context, limitations include convenience sampling potentially restricting generalizability, and
the lack of detail on specific demographics analyzed. Nevertheless, this research suggests valuable insights into
the role of self-efficacy in shaping online cosmetic shopping behavior, paving the way for further exploration
across diverse populations and demographic influences.
Lim et al. 2016 investigated factors influencing online shopping behavior in Malaysia. They surveyed over 600
people and found that trust, perceived usefulness, ease of use, enjoyment, and website quality all affected online
shopping behavior. Interestingly, purchase intention played a mediating role, meaning it influenced how strongly
these factors impacted actual buying decisions. The study also found that perceived risk had a direct negative
effect on online buying, suggesting people are less likely to shop online if they perceive it as risky.
Cowart & Goldsmith, (2017): A study from a sample of 357 US College students. It showed that quality
consciousness, brand consciousness, fashion consciousness, hedonistic shopping, impulsiveness, and brand
loyalty were positively correlated with online apparel shopping. Price sensitivity was negatively correlated with
online shopping.
Kumar Pawan, (2017): Attempted “A study online shopping behavior among students with special reference to
Ludhiana, Punjab, India”. The researcher's primary objective of the study is to identify the influential factors in
buying online products. It is found from the study that there are several factors such as quality of products, delivery
time, product checking on the spot, return policy, etc. which are concerns the students before online shopping.
So, online websites must look after those factors to be successful and retain the customer.
Sunderaraj R. 2018 investigated the impact of advertising on consumer buying behavior in Sivakasi. Analyzing
125 respondents, the study concluded that advertisements have a significant influence on how consumers in
Sivakasi make purchasing decisions.
Verma, P., Dudani, S., Singh, S., Banjara, M., & Goel, M. R. researchers assessed the impact of advertisements
on consumer buying behavior. They found that advertisements, particularly social media ads, hold significant

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influence over consumer purchases. Analyzing 100 participants, the study suggests commercials play a substantial
role in shaping how consumers spend their money. While the sample size is small, the findings highlight the
potential power of advertising, especially on social media platforms, to sway consumer decisions.
Singh, A., Student, M. B. A., Agrawal, A., & Ahmed, M. M. investigated the impact of creative marketing on
customer buying behavior. They analyzed data from 415 individuals and found that creative marketing strategies
significantly influence customer purchasing decisions. The study recommends that businesses leverage creative
marketing methods to boost customer engagement and ultimately, their sales.
V Geetha, VS Rajkumar… - Int. J. Mech. Prod. Eng …, (2018) Research on social media's impact on consumer
behavior spans various aspects. Studies highlight the significance of social media in e-commerce progress, trust's
role in consumer purchase intention, and the preference for social media over traditional advertising in sectors
like restaurants. Factors such as interactivity, message approval, and perceived advertisement credibility influence
consumer purchase intentions through social media platforms. Additionally, social media influences various
stages of the purchase process, including need recognition, information search, and post-purchase behavior.
A Nuntharmawia – 2018 The research reviewed various studies focusing on online consumer behavior, including
factors such as website quality, trust, culture, and gender differences. Key findings highlighted the importance of
factors like website design, information quality, and trust in influencing online purchase behavior. Results
indicated that elements like system quality, service quality, and information quality significantly impact
consumers' online shopping values and repurchase intentions. Additionally, trust emerged as a crucial mediator
in the relationship between website design and purchase intention. The study underscores the significance of
considering multiple factors, including cultural differences and trust, in designing effective e-commerce
platforms.
KAS Avalon, MGJ Bagsican, CMA Jamis, AMG Valerio… - 2018 Advertising plays a pivotal role in
influencing consumer behavior and increasing product or service purchasing power. It introduces products,
creates awareness, and attracts customers, serving as a powerful communication force. Emotional responses
heavily influence product evaluations. About 90% of consumer decisions are influenced by advertising, which
spans various media including television, print, radio, and the internet. Creative and strategically planned
messages are essential across all advertising formats. While humor is commonly used in advertising, its persuasive
effects are not extensively understood. Overall, advertising is diverse and crucial in today's competitive business
landscape
A Jose - ijeter.everscience.org Social Media is a popular mode for social communication. The 21st century uses
Social Media networking in their day-to-day life. The growth of this particular media attracts the attention of
advertisers as a more productive source to bring in consumers. In today’s competitive world, brands are fighting
for space in the minds of consumers. Though the traditional modes of advertising and marketing media like
television, print media, and outdoor media still contribute to a major chunk of the advertising budget, they cannot
be solely relied upon to ensure reach to the target audience. In this modern era, impulsive buying behavior has
drastically increased through different marketing strategies and business ideas by marketers.
Nwankwo, AP Ifejiofor - European Journal of Education Studies, 2018 The study investigates the impact of
social media advertising and credibility on students' shopping habits in Nigeria. Data was collected from internet
users in five selected Local Government Councils through questionnaires and interviews. Regression analysis
revealed that both social media advertisement and credibility significantly influence students' shopping habits.
The findings suggest that advertisers should provide comprehensive product details for easy patronage, and social
media users promoting products should prioritize maintaining credibility, as it contributes to organizational
profits. These recommendations highlight the importance of transparency and trustworthiness in social media
marketing strategies targeted at students in Nigeria.
Perameweri et.al, (2019): Conducted “A study on Online shopping and consumer behavior among college
students in Coimbatore”. The major objective of the study is to identify the influential factors to buy online. The
researcher analyzed and concluded that security in transactions, money refund facilities, and convenience are
major factors that influence online shopping among college students. The researcher also revealed that College
students preferred to buy online products such as electronics and cosmetics than other categories.

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Manandhar and Chalise (2019) delve into the online shopping habits of college students in Nepal's Kathmandu
Valley, contributing to the understanding of this growing trend. Recognizing the key roles of price and
convenience identified in previous research (e.g., Timalsina, 2022), their study expands the framework by
incorporating security as another potentially influential factor. Their findings reveal an association between all
three variables – price, convenience, and security – with online shopping behavior. However, convenience and
price emerged as significantly more influential than security, suggesting their crucial role in attracting and
retaining student customers. Interestingly, gender did not show a significant impact on the studied variables.
Hamdi, r., & khemakhem, r. (2019a) This study investigated the impact of online advertising on consumer
behavior in Tunisia. It focused on identifying new factors influencing how consumers react to online ads. Notably,
the study found that "lifestyle change" and "disposition to visit the store" play mediating roles, meaning they
influence how consumers respond to ads. Additionally, the study proposed new measures for assessing these
factors and others related to online advertising's effects in Tunisia. Overall, this research contributes to a deeper
understanding of how online advertising shapes consumer behavior in this specific context.
Babalola, H. B., Lateef, S. A., & Zekeri, A. (2020) researchers in Nigeria found that various e-marketing tools
like email, mobile marketing, and online payments significantly influenced university students' buying behavior.
These tools explained 54% of the variation in student purchase decisions, highlighting their potential to reach and
engage young adults in developing economies. While the study focused on a specific region and used self-reported
data, it suggests further research exploring e-marketing's impact across demographics and specific strategies.
Ashraf Iqbal et al. (2020) Social Media Advertising and Young Consumers' Buying Habits This study aimed to
understand how social media advertising influences young university students' purchasing behavior. Using
surveys, the researchers found that social media ads do impact buying decisions. They recommend that companies
focus more on social media promotions, highlighting their effectiveness, affordability, and broad reach. The study
emphasizes understanding what motivates consumers to engage with social media content to create targeted and
successful advertising campaigns.
MH Junaidi, MS Miralam (2020) The study aimed to investigate buying behavior differences among university
students in India, conducted through a Google survey with 236 randomly selected students. Findings reveal that
students from both countries exhibit increased online shopping experience due to frequent internet usage.
Students, particularly those engaged in computer-related studies, are more active online shoppers. Payment
preferences lean towards credit cards, PayPal, and Google Wallet, with cash on delivery preferred. These insights
are valuable for marketers seeking to understand and cater to the preferences of students in these markets,
enhancing customer loyalty and satisfaction.
MNA Naser, SA Ismail - International Journal of Politics, Publics Policy …, 2020 Attitude, shaped by internal
and external factors, influences behavior and responses towards objects or situations. Fishbein & Ajzen (1975)
defined attitude as the predisposition towards positivity or negativity. Allport (1935) emphasized individual
actions influenced by mental states. In advertising, consumer attitudes significantly impact effectiveness,
influenced by factors like information accuracy and appeal (Mehta, 2000; James & Terrance, 1992). Exposure to
online advertising affects attitudes and behaviors (Bruner and Kumar, 2000; Schlosser et al., 1999). MacKenzie
and Lutz (1989) noted consumer responses reflect attitudes toward specific ads, while Schiffman and Kanuk
(2000) highlighted the formation of attitudes post-ad exposure. Understanding political advertising's effectiveness
on consumer attitudes is crucial.
Yuvaraj m, Kumar n (2021) examined how people buy electronics online, focusing on the challenges they face
and their level of satisfaction. The study found that price, convenience, and saving time were the biggest factors
influencing online shopping decisions for electronics. The researchers used surveys and statistical analysis to
reach their conclusions, highlighting the importance of understanding consumer behavior in this increasingly
popular shopping method.
Hajduova, Zuzana/ Hutmanova, Nikoleta (2021) College students encounter advertising through diverse
media, notably sponsored content from vloggers on platforms like YouTube. From age five, they can discern
commercial from non-commercial content, with understanding deepening between ages eight to eleven. This
evolution, termed advertising literacy, shapes attitudes toward advertising. Mental frameworks, or advertising

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schemes, guide this development. Traditional TV tactics like repetition and celebrity endorsements persist
alongside online methods like advergames and viral marketing. Tracking software, interactive agents, and content
marketing further target children. Effective campaigns engage children, spark product desire, and facilitate
recognition and purchase, necessitating adept navigation of evolving advertising literacy for commercial success.
H Adhan – 2021 This study at the University of Nairobi, Kisumu Campus, explored the impact of e-marketing
on student purchase decisions. Through a survey of 215 respondents, it found online advertising, email marketing,
and social media marketing significantly influenced product purchases, with email marketing being the most
influential. The study supports consumer decision models and the theory of reasoned action, suggesting
businesses prioritize email marketing to shape consumer attitudes and behaviors. Future research should include
other marketing channels and involve students from different universities in Kenya. Policymakers should employ
individuals knowledgeable in e-marketing to leverage its potential in shaping consumer decisions.
I De Battista, F Curmi, E Said - International Review of Management …, 2021 Young people, constituting
23.7% of the global population, with 94% of European youth accessing the internet daily, are a crucial
demographic for online advertisers. Advertisers increasingly target adolescents with personalized online
advertising, facilitated by technology's shift from mass to direct marketing (Bitner and Albinsson, 2017; Cardoso
and Cardoso, 2012). This allows for tailored advertising that resonates with individual preferences (Baek and
Morimoto, 2012). Online advertising is cost-effective and influential, leveraging various platforms to generate
awareness and shape consumer attitudes (Kafka and Molla, 2017; Duffett, 2017). Understanding consumer
attitudes toward online advertising, as defined by Ajzen and Fishbein (2000), is pivotal for marketers targeting
young audiences.
NK Ekambareswarar, D Boomika… - … Journal of Business …, 2021 This paper explores the association
between gender and impulsive buying among university postgraduate students in Bengaluru City. The purpose of
this study is to determine gender differences among PG students in Bengaluru City. This study was conducted
using primary data collected from 88 respondents, out of which 44 were males and 44 were females. The collected
data were analyzed using SPSS software. Percentage analysis and Chi-square test were conducted to analyze the
data. The comprehensive study shows that female PG students tend to be more impulsive than male PG students.
In some cases, male students are more impulsive than female students. Factors like lack of self-control, marketing
and promotion tactics, excess pocket money, credit card availability, and brand image significantly influence
university postgraduate students' impulsive buying behaviors. External factors are considered to be the primary
factors influencing impulsive buying among university PG students.
M Jawaid, KG Rajadurai - Journal of Content, Community & …, 2021 Social media marketing has become
crucial for organizations worldwide, enabling relationship-building with customers, particularly among
Generation Y. The global village concept by Marshall McLuhan illustrates the widespread connectivity facilitated
by social media. Surveys reveal high school and college students' significant engagement with platforms like
Facebook, Twitter, and Instagram. As social media trends surge, university students increasingly rely on these
platforms for communication. This study investigates the impact of social media marketing on customer loyalty
in the fashion industry, focusing on Kuala Lumpur. Social media platforms like Instagram, Facebook, and
YouTube play a pivotal role in fostering customer loyalty among university students.
AAGS Utama, RK Nair, WE Cheng… - … of Accounting & …, 2021 This study investigates the impact of
advertising on consumer buying behavior in Malaysia and India, collecting 100 responses from university groups,
personal contacts, and families. The research reveals advertising's significant persuasive power, with social media
ads being the most influential channel. Additionally, the study identifies shifts in perceptions of advertising
effectiveness before and after the pandemic, highlighting evolving consumer attitudes in response to changing
circumstances.
Manochandar et al. (2021) investigated the impact of Facebook advertising on the online buying behavior of
postgraduate students. Prior research highlights the influence of advertising on consumer decisions (e.g., Kumar
& Raju, 2013). This study surveyed 300 postgraduate students to explore: Demographics: Socio-economic
characteristics of the respondents. Ad awareness: Whether students notice Facebook advertisements. Ad
influence: Whether these advertisements influence student buying choices, Demographic effects: How gender,

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study area, and income impact internet usage and ad effectiveness. Their findings suggest that Facebook ads
significantly influence online buying behavior and that demographics play a role. However, the study's
generalizability is limited by its focus on postgraduate students and self-reported data.
Takhellambam et al. (2022) investigated the online and offline shopping behavior of undergraduate girls in
remote areas during the pandemic. Focusing on their purchasing frequency, influencing factors, and product
preferences, the study revealed interesting trends: Frequency: While offline shopping saw regular and need-based
purchases (33.33% and 25%), online shopping had a higher preference for offers and discounts (40%). However,
a significant portion (30%) shopped online whenever needed, suggesting growing online adoption. Purchase
Volume: Most respondents made multiple online purchases weekly, highlighting frequent online shopping
activity. Product Preferences: Online purchases dominated clothing, gadgets, and books, while groceries,
furniture, and jewelry remained mainly offline choices. Influences: Festive advertisements significantly attracted
respondents to online shopping. Additionally, Amazon and Myntra emerged as the preferred online portals.
Pandemic Impact: The study acknowledges the broader context of digitalization and lockdowns driving shifts in
shopping behavior, regardless of location.
Araujo, C.J., Peter, k.a., Quicho, A., and Etrata, a., 2022 Researchers investigated the impact of TikTok video
advertisements on Generation Z's behavior and purchase intention. They found that emotional content has a
significant positive effect on Generation Z's behavior and purchase intention while entertaining and informative
content have no significant effect. This suggests that marketers and advertisers should focus on creating TikTok
video advertisements that are emotional to target Generation Z effectively.
Azizah, F. D., Nur, A. N., & Putra, A. H. P. K. (2022) examine how impulsive buying habits and perceptions
of technology (usefulness and ease) influence online purchase decisions. They found that people prone to
impulsive buying are more likely to make purchases online and that positive views of the platform's ease and
value further encourage these decisions.
Sharma, A., Dwivedi, R., Mariani, M. M., & Islam, T. (2022) focus on the impact of irritating advertisements
on how consumers perceive brands and respond to online ads. They discovered that annoying ads decrease the
effectiveness of online advertising, but a positive brand attitude can lessen this negative effect. Additionally,
customers who actively engage with brands are less likely to be swayed by annoying ads.
A Banda – 2022 The research study at Copperbelt University School of Medicine aimed to investigate the impact
of product advertising on medical students' buying behavior. Despite advertising's potential to raise awareness,
interest, and desire, findings revealed no significant effect on purchasing behavior. While advertising typically
influences consumer actions, intervening variables in this context hinder its impact. Despite generating awareness
and interest, medical students did not translate these into purchases, leading to the acceptance of the null
hypothesis. This suggests that product advertising does not positively influence consumer buying behavior among
medical students at Copperbelt University.
Bhattacharya and Sharma (2023) provide valuable insights specific to the emerging Indian online retail market.
Their study investigates the interplay between COO, trust, and satisfaction in shaping online purchase intentions,
aiming to understand how consumers in this unique context react to cues related to a product's origin. The research
reveals that the COO plays a significant role in driving online purchase decisions through its mediating effect on
both trust and satisfaction. Positive perceptions of a product's COO led to increased trust and satisfaction, which
ultimately translated into a higher willingness to purchase online. This highlights the importance of understanding
how Indian consumers react to COO cues, as these perceptions can significantly influence their online shopping
behavior.
Durrani et al. (2023) delve into the complex relationship between online shopping addiction, compulsive buying
behavior, and life satisfaction among university students in Pakistan. Building on research highlighting the
potential downsides of excessive online shopping (e.g., Demetrovics et al., 2020), their study specifically focuses
on university students to understand if online shopping addiction influences their spending habits and well-being.
Their findings reveal a concerning connection: online shopping addiction acts as a significant predictor of both
compulsive buying behavior and a decline in life satisfaction among university students. Interestingly, the study
also observed that female students reported higher levels of both online shopping addiction and compulsive

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buying compared to their male counterparts. This potentially translates to lower life satisfaction for female
students struggling with these behaviors.
Kavitha K.S. & Revathi R. (2023) investigated the impact of social media advertising on college students' online
shopping habits in Namakkal district. The study found that social media ads significantly influence students'
buying behavior. Additionally, most students accessed social media on smartphones and preferred cash on
delivery for online purchases.
Lolowang, I., Lapian, S. L. J., Tumbuan, W. J. A., & Ogi, I. W. (2023) investigated the impact of online
advertising on people's desire to buy something (purchase intention). The study found that online ads positively
influence purchase intention, but importantly, this effect is indirect and happens through the development of a
positive brand attitude. In other words, people are more likely to buy from a brand they have a good impression
of, which online advertising can help create. This suggests that businesses can leverage online marketing to build
positive brand perceptions that ultimately lead to more customers buying their products.
N MA – 2023 The study conducted by Simranjit Singh and Soniya Bajwa (2017) focused on the buying behavior
of consumers towards fake products, particularly in Moga municipality. The research aimed to understand the
reasons behind purchasing counterfeit goods and the moral considerations guiding this behavior. Additionally, it
sought to identify the primary factors influencing consumers' decisions to buy fake products and examine the
applicability of the TPB model in understanding this inclination. The study, based on a sample size of 100
respondents, revealed that cost and status consciousness were the main drivers of this behavior, suggesting that
increasing consumer income could help deter such practices.

RESEARCH METHODOLOGY
Research Approach: The study can infer that a mixed-method approach, combining both qualitative and
quantitative methods, might be suitable. This is because the study aims to explore the factors influencing online
buying behavior and examine the impact of online advertising on students' buying behavior, which may require
a comprehensive understanding provided by both qualitative and quantitative data.
Research Design: A correlational research design will be used to investigate the relationships between exposure
to online advertising and various aspects of buying behavior among college students. This will involve measuring
both variables and analyzing their potential correlations.
Data Collection Method: The data collection method for this study may involve the use of a self-administered
questionnaire. This questionnaire will be distributed to a sample of Lovely Professional University students to
gather their perceptions and behaviors related to online advertising and buying habits. In addition to the
questionnaire, the study from the search results also used qualitative analysis, which could involve methods such
as interviews or focus groups to gain a deeper understanding of the factors influencing online buying behavior.
Sample Selection: A stratified random sampling technique will be employed to select participants from various
universities and Lovely Professional University, ensuring diverse demographics and academic backgrounds. The
sample will include students from different genders, age groups, majors, and internet usage patterns. The Sample
data is from 357 Lovely Professional Universities.
Procedure for Data Collection:
 Identify and recruit eligible participants who meet the inclusion criteria (e.g., Lovely Professional
University students) through university channels, online platforms, or advertisements.
 Obtain informed consent from all participants, ensuring ethical data collection practices.
 Administer online surveys to collect quantitative data.
 Conduct semi-structured interviews and focus group discussions to collect qualitative data.
 Maintain detailed records and field notes throughout the data collection process.
Data Analysis Method: The data analysis method for this study would likely involve both quantitative and
qualitative analysis. The quantitative data collected through the questionnaire can be analyzed using statistical
methods to identify patterns and relationships between online advertising and buying behavior. The qualitative
data, obtained from interviews or focus groups, can be analyzed using thematic analysis to gain insights into the
factors influencing online buying behavior.
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Validity and Reliability Clause: To ensure the validity of this study, the survey instruments used to collect data
will be based on established measures and reviewed by experts in the field. Piloting will be conducted to assess
the clarity and relevance of the questions. For reliability, standardized scales with proven reliability coefficients
will be utilized. Inter-rater reliability will be ensured through regular meetings and discussions among researchers
analyzing qualitative data, enhancing the credibility and dependability of the study's findings.

RESULT AND DISCUSSION

DEMOGRAPHIC:

INTERPRETATION:
The pie chart shows the distribution of majors among 355 college students. The largest percentage of students, at
22.5%, are majoring in Humanities and Social Sciences. This is followed by Business and Economics majors, at
17.2%. The pie chart also shows the gender and age distribution of the students who responded to the survey.
Most of the respondents were female (55.2%) and between the ages of 18 and 24 (43.9%).
Online Advertising Exposure:

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INTERPRETATION:
The research data shows that people are more likely to encounter online advertisements on social media and
streaming services than on other platforms. This is likely since these platforms are designed to keep users engaged
for long periods, and they often use advertising as a way to generate revenue. For example, social media platforms
like Facebook and Instagram use targeted advertising to show users ads that are relevant to their interests and
browsing behavior. Similarly, streaming services like Netflix and YouTube insert ads into their video content.
Perceived Persuasiveness of Ad Formats:

INTERPRETATION:
The survey results show that social media ads are the most persuasive type of online advertisement, with 36.6%
of respondents finding them most persuasive. This could be because social media ads are often personalized to
the user's interests and browsing behavior, making them more relevant and engaging. Additionally, social media
platforms allow for interactive ad formats, such as quizzes and polls, which can further capture users' attention.
When evaluating online ads, people consider emotional appeal (32.45%) and quality of visual design (24.5%) to
be the most important factors. This suggests that people are more likely to be persuaded by ads that evoke
emotions or that are visually appealing. Interestingly, only 17.7% of respondents consider celebrity endorsements
to be very important, which suggests that people are not necessarily swayed by celebrity recommendations in
online ads.

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Finally, the survey results show that 65.4% of respondents have purchased a product or service solely because of
an online advertisement, and 71.3% consider themselves more likely to be influenced by personalized ads. This
suggests that online advertising can be an effective way to reach and influence consumers.

Factors Influencing Purchase Behavior:

INTERPRETATION:
The pie charts show that online platforms are the most popular way for people to communicate with friends and
family, with 64.8% of respondents reporting using them "always" or "often." This is likely due to the convenience
and ease of use of these platforms, which allow people to connect with others regardless of location. Social media
platforms (39.7%) are the most used online platform for communication, followed by email (25.1%).
Interestingly, the pie charts also show that people are more likely to rely on online reviews and ratings (27.3%)
than recommendations from friends and family (23.15%) when making online purchases. This suggests that
people are increasingly turning to online sources for information about products before they buy them.
Additionally, the pie charts show that price is the most important factor influencing people's decisions to purchase
online (45.1%), followed by brand reputation (27.3%). This suggests that people are price-conscious when
shopping online, but they also value the reputation of the brand they are buying from.

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Moderating Variables:

INTERPRETATION:
The pie chart shows that women are more likely than men to be satisfied with their online shopping experience
(48.2% vs 34.1%). It is important to note that this data is based on a survey of 355 people, and it may not be
representative of the entire population. Additionally, the survey does not ask participants about the reasons for
their satisfaction or dissatisfaction with online shopping.
There are several possible explanations for the gender gap in satisfaction with online shopping. For example,
women may be more likely than men to shop online for clothing and other products that are typically easier to
return or exchange if they are not satisfied. Additionally, women may be more likely to find helpful online reviews
and tutorials that can make them feel more confident about shopping online.

CONCLUSION AND FURTHER RESEARCH

In conclusion, the data presented in this research paper reveals several key insights into online consumer behavior.
Firstly, online platforms have become the preferred method for communication, with social media leading the
way. This highlights the growing importance of online presence and engagement for businesses and individuals
alike.
Secondly, consumers are increasingly relying on online reviews and ratings when making purchasing decisions,
underscoring the power of user-generated content and the need for businesses to maintain a positive online
reputation.
Furthermore, while price remains the primary factor influencing online purchases, brand reputation also plays a
significant role, indicating that consumers still value trust and reliability when shopping online.
Finally, the data suggests a potential gender gap in online shopping satisfaction, with women generally reporting
higher satisfaction than men. While the reasons for this discrepancy remain unclear, it highlights the need for
further research to understand the specific factors influencing online shopping experiences for different
demographics. Overall, these findings offer valuable insights for businesses and individuals navigating the ever-
evolving landscape of online commerce.

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