engleski

Exploring the Impact of Online Advertising on Students’ Consumer Behaviour

Online marketing has become a necessity in today's technological world as the number of active Internet and digital media users is continuously growing. In the era of ICT, online marketing is considered one of the main tools that enable companies to reach a wide audience at lower costs. Various forms of online advertising are used for this purpose. The main aim of this study was to investigate the impact of online advertising on consumer behaviour. A survey was conducted on a sample of students from Josip Juraj Strossmayer University in Osijek. As members of the digital generation, they are bombarded with online advertisements and are often the target of marketing campaigns. According to the results, online ads generally did not attract the attention and interest of students to a greater extant. Only a few respondents reported always paying attention to them. The study also revealed that the twelve analysed forms of online advertising did not increase most students' purchase intention, which was confirmed by a one-sample sign test. However, not all forms of online advertising had the same impact on the students’ consumer behaviour. Social media ads, as well as banner ads and targeted ads based on previous searches, were found to be more acceptable than other forms of online advertising. In contrast, pop-up and pop-under ads were the least likely to influence students' purchase intention. The findings of the present study support some previous research and contribute to a better understanding of the impact of online advertising on consumer behaviour.

online marketing ; forms of online advertising ; consumer behaviour ; university students ; Internet ; ICT

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