Influence of Digital Advertisement on Buying Behaviors of the Consumers: A Study of Decorative Paint Industry in Lahore, Pakistan

Abstract

Digital advertisement is a comparative new medium for companies to reach their audience and target customers. The users of social media are increasing day by day and can count in billions of users worldwide. This research helps us to know the effect of digital advertising on consumer’s buying behavior in the paint industry, particularly decorative paints. This research helps to understand how social media, like mass media, can be helpful for advertisers to advertise. Social media has created virtual spaces where people share their real life commercial experiences regarding any particular product or service. The research focuses on the elements, which a consumer looks into an online advertisement before making any decision for purchasing. Many paint companies have launched their online paint stores directly or associated with another popular online shopping portal. They are spending much budget on digital advertising in different social media network sites and apps.