Decrypting the Impact of Online Marketing on Consumer Purchase Patterns in Faisalabad, Punjab

Abstract

Advertisers now expect online advertisements will surpass TV, print, and other traditional forms of advertising by billions in the next years. Given how quickly technology is developing, the internet appears to be a necessary first step for most customer needs. Internet marketing promotes shopping, entertainment, communication, and information research. It serves as a solution for all of their needs. Through a case study of Faisalabad district, Punjab, the effectiveness of online advertising on customer purchasing behaviour was investigated in this research study. The study aimed to examine the relationship between online advertisements and purchasing decisions, define the effectiveness of online advertisements based on awareness levels and design, and establish the consistency of online advertisements through memory. The study aimed to examine the relationship between online advertisements and purchasing decisions, define the effectiveness of online advertisements based on awareness levels and design, and establish the consistency of online advertisements through memory. Using a case study research design, the investigation is carried out. The respondents from the district of Faisalabad were the target population. 470 respondents were chosen for the study using a simple sampling procedure in the Faisalabad district. Questionnaires were used to collect the primary data. While quantitative data was assessed using descriptive statistics and SPSS, qualitative data was assessed through content analysis. To determine how the variables related to one another, regression analysis was performed. The information was presented as percentages, means, standard deviations, frequencies, and tables and graphs. Because of its multiform usage, the research demonstrated the effectiveness of online advertisements in terms of reach and awareness building. Online marketing has a crucial role in influencing consumer purchasing behaviour because of their significant relevance to customers' purchase decisions.

References

Abiodun, A. O. (2011). The impact of advertising on sales volume of a product. A Case Study of Starcomms Plc, Nigeria Valkeakoski Degree Programme in International Business Global Market, HAMK University.

Asif, M. (2022). Integration of Information Technology in Financial Services and its Adoption by the Financial Sector in Pakistan. Inverge Journal of Social Sciences, 1(2), 23-35.

Belch, G. E., & Belch, M. A. (2018). Advertising and promotion: An integrated marketing communications perspective. mcgraw-hill.

Chaffey, D., & Smith, P. R. (2022). Digital marketing excellence: planning, optimizing and integrating online marketing. Taylor & Francis.

Choi, S. M., & Rifon, N. J. (2002). Antecedents and consequences of web advertising credibility: A study of consumer response to banner ads. Journal of interactive Advertising, 3(1), 12-24.

Gordon, M. E., & De Lima‐Turner, K. (1997). Consumer attitudes towards Internet advertising: A social contract perspective. International Marketing Review, 14(5), 362-375.

Korgaonkar, P., Silverblatt, R., & O’Leary, B. (2001). Web advertising and Hispanics. Journal of Consumer marketing, 18(2), 134-152.

Kiang, M. Y., Raghu, T. S., & Shang, K. H. M. (2000). Marketing on the Internet—who can benefit from an online marketing approach?. Decision Support Systems, 27(4), 383-393.

Kreutzer, R. T. (2016). Online-marketing. Wiesbaden: Springer Fachmedien Wiesbaden.

Li, H., Daugherty, T., & Biocca, F. (2002). Impact of 3-D advertising on product knowledge, brand attitude, and purchase intention: The mediating role of presence. Journal of advertising, 31(3), 43-57.

Mathew, J., Ogedebe, P. M., & Ogedebe, S. M. (2013). Influence of web advertising on consumer behaviour in Maiduguri metropolis, Nigeria. Asian journal of social sciences & humanities, 2(2), 548-557.

McMillan, S. J., Hwang, J. S., & Lee, G. (2003). Effects of structural and perceptual factors on attitudes toward the website. Journal of advertising research, 43(4), 400-409.

Osewe, G. O. (2013). The effectiveness of internet advertising on consumer behaviour: The case of University of Nairobi students (Doctoral dissertation, University of Nairobi).

Piranda, D. R., Sinaga, D. Z., & Putri, E. E. (2022). Online Marketing Strategy In Facebook Marketplace As A Digital Marketing Tool. JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS, 1(3), 1-8.

Choi, S. M., & Rifon, N. J. (2002). Antecedents and consequences of web advertising credibility: A study of consumer response to banner ads. Journal of interactive Advertising, 3(1), 12-24.

Rodgers, S., & Thorson, E. (2000). The interactive advertising model: How users perceive and process online ads. Journal of interactive advertising, 1(1), 41-60.

Schlosser, A. E., Shavitt, S., & Kanfer, A. (1999). Survey of Internet users' attitudes toward Internet advertising. Journal of interactive marketing, 13(3), 34-54.

Setiawan, A. I., Hendraningsih, A. P., Rahayu, S., & Dewi, A. S. (2022). The role of digital marketing interventions in e-advocacy leverage capacity: a culinary business breakthrough to counter the covid-19 pandemic. Journal of Indonesian Economy and Business: JIEB., 37(2), 201-216.