Impact of Online Advertisements on Online Buying Behavior: A Case Study of Daraz

Abstract

Objective of present study was to investigate the impact of online advertisements on online buying behavior through popular ecommerce platform Daraz. It is evident that advertisements can influence consumer buying behavior but there is lack of studies which focus on influence of online advertisements on bung behavior. The population of the present study consists of the internet users. The research method was applied, basic and developmental in terms of objective and descriptive- survey in terms of method. The results of the analysis showed that usage of online advertisement, attitude towards online advertisement and gratification has significant positive relationship with Daraz online shopping. Findings also indicated that the influence of advertising on customers has cause them to slowly change their buying behaviors and rethink of the Daraz products they buy. Further studies can also be conducted to understand demographics and psychographics of online buyers which can improve online marketing techniques.