Impact of Online Advertisement on Consumer Buying Behavior in Apparel Industry

Abstract

This research work is focused mainly on identifying the effects of online advertisement on consumer buying behavior with mediating effect of consumer attitude within the cities of Islamabad and Rawalpindi. In this study, online advertisement has been considered as an independent variable. Whereas, consumer attitude is considered as a mediating variable. However, consumer buying behavior is considered as dependent variable. During Covid-19 peak tenure, people majorly started work from home or majority had a break from their work life. This enabled people to look beyond their work routine and have a look at social life. This shift in lifestyle dynamics of people forced organizations to consider more about advertising on digital platforms more often than on conventional platforms. Now, the area of concern is, are advertisement on online platforms effective and if they are effective, then to what extent? This study is of great importance for main-scale businesses and for small start-ups within Rawalpindi and Islamabad as they will exactly know what influences audience of twin cities. Economically, advertising on digital platforms is cheaper than conventional mean. So small businesses will find it even more feasible to advertise on digital platforms as it will not only target their target audience but also help them financially. As mentioned, this study is concerned with residents of Rawalpindi and Islamabad, mainly university students as they are more technology savvy and are exposed more to digital content. To prove this relationship between online advertisement on consumer buying behavior with effect on consumer attitude, a survey has been conducted through a structured questionnaire by involving residents of Islamabad and Rawalpindi of different ages including both male and female, as these respondents have been requested to share their experiences by filling the structured questionnaire on google doc. The respondents are mainly of young age i.e. below 35 years of age and it makes this study even more authentic as people below 35 are technologically more advanced and are active on online platforms. Hence, they are exposed more to advertisements that are aired online. After sufficient questionnaires are filled, they are processed further for conclusion. Therefore, data analysis has been done based on collected data through various statistical instruments including descriptive frequencies, reliability, correlation, regression, ANOVA, and coefficient and Andrew Haye’s analysis process. Results have revealed that, there exists an important relationship between online advertisement (independent variable), consumer 9 attitude (mediating variables), and consumer buying behavior (dependent variable) in within Islamabad of Rawalpindi. Now, it solely depends on the organization who’s going to advertise its products and services online that how they going to attract consumers and alter their attitude and perceptions about their product. Key