IMPACT OF ONLINE ADVERTISEMENT AND BRAND AWARENESS ON CUSTOMERS’ BUYING BEHAVIOUR: A CASE STUDY OF ISTANBUL

Abstract

Online advertising is considered a marketing approach that involves using the internet to get website traffic and deliver marketing messages to the target audience. Likewise, Brand awareness refers to consumers' familiarity with a particular product or service. This research aims to study and compare the impact of online advertising and brand awareness on consumers' buying behavior. Practical research was conducted to comprehend better the effect and needs of online advertising and brand awareness. The data were gathered through structured questionnaires, and the surveys were distributed to individuals living in Istanbul city of Turkey. The data from 313 respondents were collected in a month from June 2022 till July 2022. The statistic was analyzed using IBM SPSS version 23, and the results were outlined with the help of charts and diagrams. The research discovered that online advertising and brand awareness impact consumers' buying behavior. Likewise, with the help of the study, the relationship between the demographical traits of respondents and their buying behavior was also determined. Where demographical factors such as age and material status significantly impact consumers' buying behavior, Occupation and education do not affect consumers' buying behavior. Moreover, the study includes highlights and recommendations for future research