Audience Behaviour towards Digital Advertisements in E- Commerce Websites

Abstract

Every year the expenditure on digital advertising is increasing worldwide and in India. It is essential to evaluate the effectiveness of in order to make the necessary changes in the advertising strategy. This research attempts to study the audience behaviour towards digital advertisements in E-commerce websites. It further aims to highlight the preferences and browsing patterns of audience towards online advertising, perception of audience towards the familiar e-commerce websites and the advertisement factors that engage them. A sample size of 450 respondents is considered for the study. The analysis will enable the marketers to get a better return on investment on online advertisements. The researcher felt that a study to understand the audience engagement factors appearing in familiar websites is significant and it will further strengthen the approach of online advertisers especially who are focusing to sell the products in online market.