The Impact of Online Advertising on the Purchase Decision

Georgiana Elena Constantin () and Anca Ioana Blaga ()
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Georgiana Elena Constantin: The Bucharest University of Economic Studies, Doctoral School in Marketing, Romania
Anca Ioana Blaga: The Bucharest University of Economic Studies, Doctoral School in Marketing, Romania

Ovidius University Annals, Economic Sciences Series, 2023, vol. XXIII, issue 2, 418-425

Abstract: The dynamic of the online environment, consumer behavior and marketing practices that came along with the globalization, have created a complex landscape which underlines the importance of adapting marketing approach to the specific local market. The aim of the research is to find which of the online advertising methods has a bigger impact on the customers` final purchase decision. The study wants to be an observation for analyzing the effectiveness and impact of online advertising tools on Romanian market consumers. In terms of research design, we opted for the quantitative method, and we applied a survey on 200 respondents. The quantitative analysis indicated important differences in the way online advertising channels affect respondents' buying decisions. The study reveals insights into how consumers interact with online messages and campaigns. The paper wants to be a tool for future researchers in the field of Romanian consumers` preferences and behavior.

Keywords: online advertising; digitalization; purchase decision; social media; digital marketing (search for similar items in EconPapers)
JEL-codes: A10 B23 M3 (search for similar items in EconPapers)
Date: 2023
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