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

Abstract

Digital advertisement is a comparatively new medium for companies to reach their audience and target customers. The number of social media users is increasing daily and now totals billions worldwide. This research helps us to know the effect of digital advertising on consumers’ buying behavior in the paint industry, particularly for decorative paints. This research helps to understand how social media, like mass media, can be advantageous 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 that a consumer looks at in an online advertisement before making a decision for purchasing. Many paint companies have launched their online paint stores directly or in association with another popular online shopping portal. They are spending much of their budget on digital advertising on different social media network sites and apps.