A Study on the Impact of Digital Ads on Consu...

A Study on the Impact of Digital Ads on Consumer Purchase Decisions

Author Name : G. Sachwin Fernando, Dr. TR. Kalai Lakshmi

ABSTRACT Digital advertising influences consumer behaviour by capturing attention, generating interest, and motivating purchase actions through personalized and visually appealing content. Consumers are often driven by internal attitudes, social influences, and perceived control over their choices, all of which digital ads are designed to impact.This descriptive research was conducted with 113 respondents to understand effects of digital marketing strategiesand examines the impact of digital advertisements on consumer purchase decisionsfocusing on variables of the respondents and the impact of celebrity endorsements and customer reach in purchase behaviour. convinience sampling method was used to collect the primary data with the pre-evaluated questionnaire and statistical tools like chi square and anova were applied to analyze the data.