• Sidharth Sharma
• Ujwal R
• Astha Awasthi

The proliferation of online advertising has significantly impacted consumer behavior, and Lovely Professional University students are a demographic particularly susceptible to its influence. This research investigates the persuasive techniques employed in online advertisements and their effectiveness in shaping the purchasing decisions of Lovely Professional University students. Drawing upon the insights gleaned from a self-administered questionnaire distributed to a sample of Lovely Professional University students, the study explores the prevalence of online advertising exposure, perceived persuasiveness of different ad formats, and factors influencing students' susceptibility to online marketing messages. The analysis considers the impact of social media integration, influencer marketing, and personalized targeting on students' buying habits. The findings aim to contribute to a comprehensive understanding of the dynamics between online advertising and Lovely Professional University student consumer behavior, informing both marketing strategies and responsible consumer education practices.

Advertisement, Brand attitude, Purchase intention, Buying behavior, LPU Student, and India.

"Influence Of Online Advertisement In Buying Behaviour Among The Lovely Professional University Students", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 3, page no.b640-b656, March-2024, Available :http://www.jetir.org/papers/JETIR2403175.pdf

"Influence Of Online Advertisement In Buying Behaviour Among The Lovely Professional University Students", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 3, page no. ppb640-b656, March-2024, Available at : http://www.jetir.org/papers/JETIR2403175.pdf