• M.R. JERISHA
• DR. B.GEETHA MAHESWARI

Online advertising is otherwise known as internet advertising or digital advertising which makes use of the cyberspace to communicate the promotional marketing message to the customers. Today, even an ingenuous marketer is familiar with the fact that none of the conventional advertising format is as diffusive, disruptive, and decisive as the Digital Advertising. Therefore, the study was conducted among the consumers who make purchases by viewing online advertisement of consumer durable goods in Thoothukudi City. This study used administrated questionnaire and adopted convenience sampling technique among 130 respondents, as a sample size from various parts of Thoothukudi City. The study results high impact level in internet advertising and in purchase of consumer durable goods.

online advertising, internet, digital, purchase, consumer, durable, goods

"A STUDY ON IMPACT OF INTERNET ADVERTISING TOWARDS PURCHASE BEHAVIOUR OF CONSUMER DURABLE GOODS IN THOOTHUKUDI CITY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 11, page no.c625-c629, November-2023, Available :http://www.jetir.org/papers/JETIR2311286.pdf

"A STUDY ON IMPACT OF INTERNET ADVERTISING TOWARDS PURCHASE BEHAVIOUR OF CONSUMER DURABLE GOODS IN THOOTHUKUDI CITY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 11, page no. ppc625-c629, November-2023, Available at : http://www.jetir.org/papers/JETIR2311286.pdf