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Impact of Digital Advertising on the Buying Behavior of Female Student Consumers

Explore –Journal of Research

                                    Peer Reviewed Journal

     ISSN 2278–0297 (Print)

                                                                                                ISSN 2278–6414 (Online)

                Vol. XIV No. 2, 2022

© Patna Women’s College, Patna, India


Impact of Digital Advertising on the Buying Behavior of Female Student Consumers

•    Madhu Kumari       •    Pooja Rana

Received                                   : April 2022

Accepted                                   : May 2022

Corresponding Author   : Madhu Kumari

Abstract : The trend of digital advertising is rising as it uses various ways and techniques to disseminate ideas to consumers. Consumers are bombarded with advertisements that can create a unique position in the market and receive attention from them. The digital era and digital advertising have influenced the buying behavior of consumers as it is just one click away and so many options are available to compare the prices and availability. They are so keen to shop for various products ranging from lifestyle, food items, cosmetics, apparel, home appliances, gadgets, and many more. Digital Advertising informs, educate, entertain, persuades, and motivates the netizens to purchase the products and services. Hence, shopping through various digital platforms is a very rising phenomenon in both rural and urban areas of developing countries like India. To analyze the various

factors that persuade or influence the digital buying behavior of consumers is the purpose of the research paper. The paper aims to focus on four digital factors: Trust and security, delivery risk, product performance issue, and monetary risk. The paper will discuss a Western Model of Communication in the context of the impact of digital advertising. Both primary and secondary data will be collected from a questionnaire survey and various reliable, trustworthy sources such as research journals, articles, magazines, and websites respectively. A survey will be conducted on a sample of 100 students’ pursuing Undergraduate and Post-graduate courses in Journalism and Mass Communication from Banasthali Vidyapith.

Keywords : Females, Digital Advertising, Shopping, Digital Factors, Rural and Urban Areas, Western Model of Communication.

Madhu Kumari

Research Scholar,

Amity School of Communication,

Amity University, Haryana



Pooja Rana

Research Guide,

Amity School of Communication,

Amity University, Haryana