THE EFFECTIVENESS OF ONLINE ADVERTISING IN PURCHASE DECISION: LIKING, RECALL AND CLICK

Abstract

This research study investigates the effectiveness of online advertising in influencing consumer purchase decisions, with a specific focus on the Indian digital consumer landscape. In the rapidly evolving online marketplace, businesses are increasingly investing in digital platforms to engage potential buyers. Understanding how consumers interact with online ads is vital to developing targeted and efficient marketing strategies. The study explores three key constructs of advertising effectiveness: (1) attitude toward online advertisements (liking), (2) the ability to recall ads (recall), and (3) behavioral engagement in the form of clicking on advertisements (click). Using primary data collected from a survey of 108 Indian internet users, the study applies statistical tools such as descriptive analysis, correlation matrix, regression analysis, and hypothesis testing to examine the relationship between these factors and consumers' online purchase decisions. The findings reveal that ad recall is the most significant predictor of online purchases (β = 0.517), followed by click behavior (β = 0.205). While attitude toward ads also plays a role, its influence is comparatively lower (β = 0.163). This suggests that while consumers may not always "like" online ads, memorable and interactive ads that capture attention and prompt engagement are more likely to convert into sales. From a managerial perspective, the study emphasizes the importance of designing ad content that is both memorable and engaging. Marketers are advised to prioritize creativity, relevance, and strategic placement in digital advertising campaigns. Special attention should be given to personalization and cultural relevance in the Indian market, especially considering regional diversity and digital literacy differences. The report concludes with practical recommendations for enhancing digital advertising effectiveness, as well as suggestions for future research such as expanding sample diversity and incorporating behavioral tracking. In summary, online advertising proves to be a powerful marketing tool in the Indian context when it effectively drives recall and interaction, ultimately influencing consumers' purchase behavior.