Impact of online advertising on consumer buying behavior with special reference to electronics industry in Delhi-NCR

被引：0

作者：

Kumar, Anjan ^{[1
]}

Gupta, Karuna ^{[2
]}

Arora, Amit Kumar ^{[1
]}

Tyagi, Rashmi ^{[3
]}

Chaudhary, Sarthak ^{[1
]}

Agarwal, Samarth ^{[1
]}

机构：

[1] KIET Grp Inst, KIET Sch Management, Ghaziabad, Delhi NCR, India

[2] SRM Inst Sci & Technol, Fac Management Studies, Ghaziabad, Delhi NCR, India

[3] Raj Kjumar Goel Inst Tchnol, BBA Dept, Delhi Meerut Rd, Ghaziabad, India

来源：

JOURNAL OF STATISTICS AND MANAGEMENT SYSTEMS | 2023年 / 26卷 / 04期

关键词：

Online advertising; Consumer buying behavior; Electronics industry;

D O I：

10.47974/JSMS-1065

中图分类号：

O21 [概率论与数理统计]; C8 [统计学];

学科分类号：

020208 ; 070103 ; 0714 ;

摘要：

With reference to the electronics industry in Delhi-NCR, this study investigates the effects of online advertising on consumer buying behavior. Every electronic brand in India is quite aggressive in influencing consumer buying behavior through online advertising of their goods and services. Companies are beginning to understand the value of producing more effective advertisements as a result of the growth in technology and digital transformation, which has become crucial for them to have a competitive advantage. 168 respondents of all ages who use various electronic items participated in this study. According to the survey, customers' purchasing decisions in the electronic industry are highly influenced by video advertisements and banner advertisements that include comprehensive product and price information. In the electronic industry, companies with strong brand images, service, and durability significantly impacted consumers' buying decisions.

引用

页码：955 / 964

页数：10

共 20 条

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