ONLINE ADVERTISING ON CONSUMER PURCHASING BEHAVIOR: EFFECTIVE ELEMENTS AND ITS IMPACT

Online advertising has captured prominence attention in most of the advertisement channel along with current revolution of technology era. Its commercial value has grown drastically over the years. In order to maximize commercial value, effective elements of online advertisement which may influence toward consumer purchasing behavior should be considered. The primary purpose of this study is to provide effective conceptual model of online advertising context that influence consumer purchasing behavior. Notification of advertisement in digital media has not shown significant increase. It happens due to lack of attractive components of online advertising content that perceived by consumer which lead to deficit amount of consumer purchasing from online advertisement. Therefore, the rise of online advertising on consumer purchasing behavior is reviewed in this study. The methods of analyzing, classifying and prioritizing of the related components are reviewed and introduced. The mediums and effective elements of online advertising content as perceived by consumer namely the consumers' attitude towards advertising as well as the factor of decision to purchase and consumer purchasing behavior are being examined. The conceptual model of online advertising elements that influence consumer behavior is portrayed and elaborated. In particular, this research uncovers effective elements and its impact toward online advertising of consumer purchasing behavior and the theoretical contributions are discussed accordingly.