Online Advertising And Consumer Behavior: Exploring Theory Of Planned Behavior

Abstract

The study delves into the impact of online advertising usage, attitudes towards online advertisements, and gratification on online shopping behaviors within the context of internet users. Employing an applied, basic, and developmental approach alongside a descriptive-survey methodology, the research encompasses a sample size of 350. Notably, the findings underscore significant positive relationships among the variables under investigation, indicating that effective online advertising strategies, coupled with technological advancements, are reshaping consumer purchasing behaviors, increasingly directing them towards online platforms. The analysis reveals a robust fit with the research model, affirming the relevance and validity of the study's framework. Given these insights, the study offers valuable recommendations for enhancing online marketing strategies and fostering deeper consumer engagement within the digital marketplace. By leveraging these insights, businesses and marketers can better navigate the evolving landscape of online consumer behavior, thereby maximizing their effectiveness and impact in driving online sales and engagement.