IEMS Journal of Management Research

Abstract

In the rapidly evolving landscape of the new millennium, the Internet has emerged as a potent force in advertising, captivating marketers as the ideal platform. With a staggering increase in Internet users and an annual growth rate of 124%, this study investigates the integration of digital marketing into corporate strategies, necessitating innovative approaches. Focused on Bangalore City, a descriptive study employing convenience sampling and a sample size of 100 explores consumer perceptions through a structured questionnaire featuring both open-ended and close-ended questions. The subsequent phase involves a meticulous analysis and interpretation of the collected data, facilitated by graphs and tabulation using MS Excel software. Unveiling insights into consumer awareness and the potential impact of online advertisements on purchase behaviour. The critical analysis yields strategic suggestions aimed at refining online advertising methods, expanding viewership, and optimizing purchasing efficiency. This research contributes valuable insights to the ever-evolving landscape of digital marketing.